International Strategic Marketing: European Perspective, A

Description: As Europe moves towards becoming a truly single European market, its contribution to global marketing grows. International Strategic Marketing: A European Perspective is a topical text that expands upon existing international marketing theory and synthesises it with colourful examples of relevant international marketing practice. With a strong theoretical framework, this text draws out the key issues within the developing European Union and the role it plays in marketing around the globe. With cases such as the banana, grain and steel trade disputes with the US and World Trade Organisation (WTO), the authors examine and evaluate the real contribution the EU makes to world trade, while also considering the challenges of global cultural diversity as marketers learn to work across cultural borders. Other topics covered include: marketing information systems marketing research product development pricing issues international promotion distribution channels. With an engaging and highly practical approach, International Strategic Marketing: A European Perspective is a must-read text for all students seeking to understanding how international marketing really works Table of Contents: 1. Introduction to International Marketing; 1.1 Introduction & Objectives; 1.2 Developments in International Expansion; 1.3 Country Relationships within the International Economy; 1.4 Political Environment; 1.5 Legal Environment; 1.6 Social Environment; 1.7 Technological Environment; 1.8 Organisational Environment; 1.9 Cross-cultural Communication and Meaning; 1.10 Conclusion; 1.11 Review Questions; 2. Framework for International Marketing; 2.1 Introduction & Objectives; 2.2 International Expansion of Manufacturers; 2.3 International Expansion of Service Industries; 2.4 Influences on Internationalism; 2.5 Strategic Options for International Expansion; 2.6 Market Entry Method Options; 2.7 Conclusion; 2.8 Review Questions; 3. European Marketing; 3.1 Introduction & Objectives; 3.2 Role of Europe in Global Market; 3.3 Operation of European Union Political Institutions; 3.4 European Union Influence on National Legislation and Controls; 3.5 Influence of Single European Market on the Regulation of Marketing Practice; 3.6 European Management Organisation Structures; 3.7 Role of European, National and Regional Culture on Marketing; 3.8 Conclusion; 3.9 Review Questions; 4. International Marketing Information Systems Development; 4.1 Introduction & Objectives; 4.2 Marketing Information System; 4.3 Role of Marketing Research: Linkage to marketing decision-making; 4.4 Secondary Research: Sources of market data; 4.5 Primary Research: Field research; 4.6 Role and Organisation of International Marketing Research; 4.7 Structure of Marketing Research Agencies Industry; 4.8 Government Help for International Marketing Research; 4.9 Implementation of International Marketing Research; 4.10 Conclusion; 4.11 Review questions; 5. International Product Development; 5.1 Introduction & Objectives; 5.2 International Market Segmentation; 5.3 Test Marketing; 5.4 International Branding: Positioning and targeting; 5.5 Intellectual Property as a Product Attribute: Patents; 5.6 Warranties; 5.7 Labelling and Packaging; 5.8 Conclusion; 5.9 Review questions; 6. Pricing in the International Environment; 6.1 Introduction & Objectives; 6.2 Commercial Factors; 6.3 Environmental Factors; 6.4 Finance Related Costs; 6.5 Managerial Decision Factors; 6.6 Globalisation Pricing; 6.7 European Union Pricing; 6.8 Negotiated Price; 6.9 Culture and Negotiation Skills; 6.10 Pricing and Communication Technology; 6.11 Conclusion; 6.12 Review questions; 7. International Promotion; 7.1 Introduction & Objectives; 7.2 Nature of International Promotion; 7.3 Implementation of Promotion Strategy; 7.4 Role of Advertising Agency; 7.5 Selection of Advertising Agency; 7.6 International Branding; 7.7 Conclusion; 7.8 Review questions; 8. International Channels of Distribution; 8.1 Introduction & Objectives; 8.2 Nature of Channels; 8.3 Channel Alternatives; 8.4 Direct Exporting; 8.5 Choosing Distribution Channels; 8.6 Preparing to Negotiate Channel Agreements; 8.7 Culture and Negotiation; 8.8 Negotiating Marketing Agreemen