| Description |
x, 370 pages : illustrations ; 24 cm |
| Contents |
Machine derived contents note: Preface vii -- -- PART ONE-THE INTERNATIONAL MARKETING ENVIRONMENT 1 -- -- 1 Why Go International? 2 -- It's no longer if, but when and how. -- The Tangible Benefits of Going Global 2 -- Global Marketing Motivations 4 -- Growing Global Marketing Programs 6 -- Critical Choices: The Opportunities and -- Challenges Ahead 8 -- Notes 12 -- -- 2 Trade's Economic Environment 13 -- Assessing market potential starts with economic factors. -- Using Foreign Market Data 13 -- Marketing to Emerging Trading Blocs 22 -- Futurities 28 -- Notes 32 -- -- 3 Trade's Financial Mechanisms 33 -- Managing global marketing's financial environments and risks. -- Credit Financing 33 -- Official Trade Finance 38 -- Managing International Financial Risks 49 -- Futurities 55 -- Notes 57 -- -- 4 Marketing within Cultural Contexts 58 -- Understand your market's local concerns, special quirks, -- and homegrown idiosyncrasies. -- Building Cultural Knowledge 59 -- Cultural Analysis 61 -- Training Challenges 65 -- Futurities 67 -- Notes 71 -- -- -- -- -- 5 Trade, Politics, and Law 73 -- On the internationalfront, success is often a matter of -- balanced interests. -- Trade Institutions 74 -- Trade and the United States 77 -- Trade, Investment, and Politics 82 -- Legal Climates 92 -- Futurities 98 -- Notes 101 -- -- -- PART TWO-INTERNATIONAL MARKETING STRATEGIES 103 -- -- 6 Exporting and International Market Entry 104 -- There are many ways to take an offering to the world. -- Export Readiness 105 -- Growing Through Exporting Stages 109 -- Getting Help from Export Intermediaries 112 -- Licensing and Franchising 118 -- Futurities 124 -- Notes 125 -- -- 7 Multinational and Global Marketing 126 -- How to deploy company operations worldwide. -- The Global Imperative 127 -- Planning Global Strategy 131 -- Putting Global Strategy to Work 137 -- Investing Directly Abroad 142 -- International Marketing by Contract 151 -- Futurities 152 -- Notes 154 -- -- 8 Taking Services Global 156 -- How to deliver a good service internationally -- in an acceptable way. -- Service Characteristics 157 -- Customer Perceptions 157 -- Growth Drivers 158 -- Services' Global Trade Problems 160 -- Marketing Services Globally 162 |
| Summary |
"Mastering Global Markets: Strategies for Today's Trade Globalist was written for senior managers and marketing professionals who are either thinking about taking their business or product global or they just want to improve their global strategy. The authors will take you through all aspects of the international marketing process from your first sale across the border to forming a global alliance. Beginning first with an overview of the global business environment. Mastering Global Markets covers all aspects of entering global markets from strategic planning to tactical implementation. It is organized around a logical strategic flow - analyze the environment, develop strategy, deploy strategy - and integrates the impact of e-commerce on global marketing strategy throughout. The book also includes comprehensive coverage on identifying and securing - international financing, as well as giving a practical look at the risks associated with global marketing. Mastering Global Markets is an indispensable resource for any marketing manager and will give you the tools to be a successful trade globalist."--BOOK JACKET |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Export marketing.
|
|
International trade.
|
| Author |
Ronkainen, Ilkka A.
|
|
Donath, Bob.
|
| LC no. |
2003276075 |
| ISBN |
0538726652 |
|
