© 2018 – Routledge
402 pages | 79 B/W Illus.
Expanding an organisation internationally presents both opportunities and challenges as marketing departments seek to understand different buying behaviours, power relations, preferences, loyalties and norms. International Marketing offers a uniquely adaptable strategy framework for firms of all sizes that are looking to internationalise their business, using Carl Arthur Solberg's tried and tested Nine Strategic Windows model.
This practical text offers the reader insights into:
Solberg has also created a brand new companion website for the text, replete with additional materials and instructor resources. This functional study is an ideal introduction to international marketing for advanced undergraduates and postgraduates in business and management. It also offers a pragmatic toolkit for managers and marketers that are seeking to expand their business into new territories.
Table of Contents
Chapter 1 Introduction
Part I Developing Strategic Thrust in a Globalising World
Chapter 2 International Business Environment- from Local to Global Markets
Chapter 3 The Internationalisation Process and Firm Resources
Chapter 4 Strategy Development in International Markets
Part II Decisions in International Markets
Chapter 5 Information for International Marketing Decisions
Chapter 6 Market Selection and Market Portfolio
Chapter 7 Operation modes in International Markets
Chapter 8 Partners in International Marketing
Chapter 9 Standardisation and Adaption of International Marketing
Chapter 10 Product Strategies in International Markets
Chapter 11 Promotion Decisions in International Markets
Chapter 12 Pricing Decisions in International Marketing
Part III Planning and Organising the International Marketing Effort
Chapter 13 Planning the International Marketing Effort
Chapter 14 Organising the International Marketing Effort
Chapter 15 Epilogue and Concluding Remarks