000			08825cam a2200517Ia 4500
001			027695
003			OCoLC
005			20210921180423.0
008			060502s2006 enka b 001 0 eng d
020			_a1844801322
020			_a9781844801329: _c£35.99
020			_a9781844801329
035			_a(OCoLC)68027695
040			_aCPV _beng _cCPV _dBAKER _dYDXCP _dBTCTA _dNLGGC _dTWT _dCRH _dOCLCG _dAU@ _dDEBBG _dDEBSZ _dOCLCQ _dBDX _dOCLCF _dOCLCO _dOCLCQ _dOCLCO
082	0	4	_a658.848 _bMUE
100	1		_aMühlbacher, Hans, _d1949- _920757
245	1	0	_aInternational marketing : _ba global perspective /
250			_a3rd ed.
260			_aLondon : _bThomson Learning, _c2006.
300			_axxvi, 737 pages : _bcolor illustrations ; _c28 cm.
336			_atext _btxt $2 rdacontent
336			_atext _2rdacontent
336			_astill image _2rdacontent
337			_aunmediated _bn $2 rdamedia
337			_aunmediated _2rdamedia
338			_avolume _bnc $2 rdacarrier
338			_avolume _2rdacarrier
504			_aIncludes bibliographical references and index.
505	2		_apt. I. Strategic analysis -- 1. Challenge of globalization -- Learning objectives -- Chapter outline -- International marketing spotlight : Red Bull -- Globalization of trade -- Driving forces of international business -- Business response to the challenge -- International marketing -- Summary -- Discussion questions -- Additional readings -- Useful Internet links -- 2. Potential market assessment : determination of attractive markets -- Learning objectives -- Chapter outline -- International marketing spotlight : RSB-Roundtech -- Process of potential market assessment -- Assessment of country markets -- Determination of attractive country markets -- Summary -- Discussion questions -- Additional readings -- Useful Internet links -- 3. Potential market assessment : economic environment -- Learning objectives -- Chapter outline -- International marketing spotlight : Karmet Steel -- Assessing the economic environment -- Bases of economic wealth -- Economic wealth indicators -- Economic viability profiles -- Summary -- Discussion questions -- Additional readings -- Useful Internet links -- Appendix. Development banks and funds.
505	2		_a4. Potential market assessment : political and legal environment -- Learning objectives -- Chapter outline -- International marketing spotlight : competing on legal grounds -- Analyzing the political and legal environment -- Political system -- Major political objectives -- International trade policy -- Legal environment -- "Managing" the political and legal environment -- Summary -- Discussion questions -- Additional readings -- Useful Internet links -- Appendix. International treaties and conventions dealing with property rights -- 5. Potential market assessment : cultural environment -- Learning objectives -- Chapter outline -- International marketing spotlight : generation slump -- Influence of culture on international marketing -- A definition of culture -- Analyzing the cultural environment -- "Managing" the cultural environment -- Summary -- Discussion questions -- Additional readings -- Useful Internet links.
505	2		_a6. Operating environment assessment : firm's competitive position -- Learning objectives -- Chapter outline -- International marketing spotlight : Grohe Water Technology -- Assessing the competitive position -- Success factors in international marketing -- Competitor analysis -- Determination of distinctive capabilities -- Summary -- Discussion questions -- Additional readings -- Useful Internet links -- 7. International marketing intelligence -- Learning objectives -- Chapter outline -- International marketing spotlight : Yahoo! -- The intelligence system -- International market research process -- Defining the research problem -- Assessing information needs and availability -- Designing and conducting research -- Interpreting and presenting results -- Organizing for marketing research -- Summary -- Discussion questions -- Additional readings -- Useful Internet links -- Appendix. The ICC/ESOMAR International Code of Marketing and Social Research Practice.
505	2		_apt. II. Basic strategic decisions -- 8. Intended strategic position -- Learning objectives -- Chapter outline -- International marketing spotlight : Nestlé refines its strategic position -- Intended global strategic position -- Success patterns of the organization -- Major objectives and priorities -- International branding -- Served markets -- Summary -- Discussion questions -- Additional readings -- Useful Internet links -- 9. Rules of business behavior -- Learning objectives -- Chapter outline -- International marketing spotlight : the Gore philosophy -- Rules of business behavior -- Leadership -- Organizational control -- Summary -- Discussion questions -- Additional readings -- Useful Internet links -- 10. Resource allocation -- Learning objectives -- Chapter outline -- International marketing spotlight : Trumpf Maschinenbau -- Resource allocation -- International expansion -- Determination of local market-entry strategy -- Organization -- Control of effectiveness -- Summary -- Discussion questions -- Additional readings -- Useful Internet links.
505	2		_apt. III. Building and sustaining the intended global position -- 11. International product management -- Learning objectives -- Chapter outline -- International marketing spotlight : Avent : Rolls-Royce of baby products -- International product decisions -- The total product -- International customers -- International product policy -- International product portfolio management -- Product brand management -- Product quality management -- Impact on marketing mix -- Summary -- Discussion questions -- Additional readings -- Useful Internet links -- Appendix. Involving consumers via the Internet -- 12. International distribution management -- Learning objectives -- Chapter outline -- International marketing spotlight : make your dealers your partners -- International distribution decisions -- International distribution policy -- Alternative distribution systems -- International channel evaluation -- Channel member selection -- Managing channel relationships -- Impact on marketing mix -- Summary -- Discussion questions -- Additional readings -- Useful Internet links.
505	2		_a13. International sales management -- Learning objectives -- Chapter outline -- International marketing spotlight : in a global arena, executives need cross-cultural skills -- International sales management decisions -- International sales policy -- International personal selling -- After-sales activities -- Managing the international salesforce -- Impact on marketing mix -- Summary -- Discussion questions -- Additional readings -- Useful Internet links -- 14. International marketing logistics -- Learning objectives -- Chapter outline -- International marketing spotlight : international marketing logistics networks -- International marketing logistics -- International marketing logistics policy -- Operative marketing logistics decisions -- Impact on marketing mix -- Summary -- Discussion questions -- Additional readings -- Useful Internet links -- Appendix. Incoterms 2000.
505	2		_a15. International market communication -- Learning objectives -- Chapter outline -- International marketing spotlight : Häagen-Dazs -- International market communication -- Integrated market communication -- Advertising -- Stakeholder relations -- Sales promotion -- Sponsoring -- Direct market communication -- Impact on marketing mix -- Summary -- Discussion questions -- Useful Internet links -- Additional readings -- 16. International pricing decisions -- Learning objectives -- Chapter outline -- International marketing spotlight : are international prices beyond corporate control? -- International pricing decisions -- International pricing policy -- Factors influencing price setting -- Payment terms -- Managing financial risks -- Countertrade -- Impact on marketing mix -- Summary -- Discussion questions -- Additional readings -- Useful Internet links -- 17. International marketing plan -- Learning objectives -- Chapter outline -- International marketing spotlight : a bumpy ride -- International business plan -- International marketing strategy -- International marketing plan -- International marketing planning manual -- Summary -- Discussion questions -- Additional readings -- Useful Internet links.
650		0	_aExport marketing _xManagement. _933582
650		0	_aExport marketing.
650			_aMarketing. _94282
700	1		_aLeihs, Helmuth.
700	1		_aDahringer, Lee. _919155
902			_a160421
907			_a.b11137678 _bsmmai _c-
942			_n0
948			_hNO HOLDINGS IN LQI - 137 OTHER HOLDINGS
998			_b0 _c160419 _dm _ea _g0
999			_c59930 _d59930