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International Marketing - Klaus Backhaus

Paperback Published: 1st January 2005
ISBN: 9780333963883
Number Of Pages: 480

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"International Marketing" is an adaptation of a best-selling German text, which considers the global marketing arena from a new and original perspective. It focuses upon international marketing primarily as the coordination of a company's different national marketing programmes. How can for example an exchange of marketing knowledge across borders add value to a company's position in other markets? What impact does the exchange of goods and information across borders by customers have? What effect can "going international" have on an international cost position? How can lead markets act as a guide to future developments in other countries? "International Marketing" takes a comprehensive look at all the underlying concepts, using a wealth of truly European examples and substantial case studies.

'...useful for students of the complexities of international and global marketing.' - Long Range Planning

Internationalization tendencies in businessp. 3
International marketing as a co-ordinative taskp. 13
Case study : Fillkar Electric AGp. 56
The market selection decisionp. 81
Market entry strategiesp. 110
Decision-making interdependencies in 'going international'p. 221
Case study : Cotelp. 225
Co-ordination problems and the dynamics of country marketsp. 243
Co-ordination in converging marketsp. 276
Co-ordination problems in diverging marketsp. 392
Table of Contents provided by Blackwell. All Rights Reserved.

ISBN: 9780333963883
ISBN-10: 0333963881
Audience: Tertiary; University or College
Format: Paperback
Language: English
Number Of Pages: 480
Published: 1st January 2005
Publisher: SPRINGER VERLAG GMBH
Country of Publication: GB
Dimensions (cm): 23.3 x 15.6  x 2.6
Weight (kg): 0.72
Edition Number: 1