The Global Business : Four Key Marketing Strategies book cover
1st Edition

The Global Business
Four Key Marketing Strategies

ISBN 9781560242499
Published June 21, 1993 by Routledge
432 Pages

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Book Description

Global competition is being fueled by economic, technological, legal/political, and social changes taking place around the globe. As trade blocs and countries emerge and change, they offer certain opportunities and present certain threats for domestic companies. As U.S. companies enter the world market, they will be faced with increased competition. To ensure greater success against this competition, this timely book provides concepts, techniques, and strategies for professionals guiding these firms into the world market. The Global Business is need- and action-oriented. It shows the steps in the globalization process, complete with ample company and industry examples from a variety of regions and countries of the world.

An ideal book for marketers, managers, and professors alike, these frequently asked questions are just a few that are answered in The Global Business:

  • What are the best methods of operating in global markets?
  • Is there such a thing as global consumer? If so, what are his/her characteristics?
  • What are the decisionmaking rules in global markets? Does global marketing strategy differ in any way from domestic marketing strategy?
  • What is a global firm and how does it act and behave?
  • What are the emerging patterns and developments in global marketing theory and practice today?
  • What does the future hold for global firms?

    The Global Business offers practical, managerial guidelines for business and marketing managers, public policymakers, and researchers and scholars of marketing on a global scale. It helps firms develop and maintain distinct competitive advantages in the foreign markets in which they wish to or do already operate. Among the topics discussed are global location strategy; global sourcing; the Euroconsumer; marketing in Socialist countries of Eastern Europe and the People’s Republic of China; joint venture formation, Third World marketing; and cross-cultural and cross-national consumer behavior.

Table of Contents

Contents Foreword

  • Preface
  • Section I: Global Marketing: Integrative Statement
  • Global Marketing: Theory and Practice
  • Section II: Cross-Cultural Consumer Marketing
  • A Method for Cross-Cultural Comparisons for Global Marketing Strategies
  • An Information Processing Interpretation of Cross-National Consumer Characteristics
  • Euroconsumers?: A Three Country Analysis of the Feasiblity of Product Value Standardization
  • Stereotyping Buyer Familiarity and Ethnocentrism: A Cross-Cultural Analysis
  • Section III: Cross-National Marketing Planning and Strategy Development
  • Global Location Strategy
  • Transferability and Adaptability of Products and Promotion Themes in Multinational Marketing
  • A Comparison of Sales Activities in an International Setting
  • The Role of Environmental Factors in the Purchase of Foreign Industrial Products
  • International Advertising in Cross-Cultural Environments
  • Section IV: Third World Marketing
  • Marketing Perspectives From the Third World
  • Multinational Strategic Planning for Third World Markets
  • Incidence of Market Typologies and Pattern of Marekting Activity Performance in Selected African Countires
  • Market Power vs. Marketing Prowess as Determinants of Company Performance in LDCs: The Case of Venezuela
  • Strategy Development for Manufactured Exports of Third World Countries to Developed Countires
  • What Can Third World Countries Learn From China?
  • Section V: Marketing in Socialist Countries
  • Innovative State Guided Economic Institution Building in Hungary
  • Negotiations in the PRC: An Empirical Survey of American and Chinese Negotiators’ Perceptions and Practices
  • Views of Trade Activity With the Soviet Union and China by U.S. Manufacturers
  • The China Market and Lessons From Successful Exporters
  • Joint Venture Strategies for Marketing in China
  • Comprehensive Bibliography of Global Marketing

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