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Kniha: INTERNATIONAL MARKETING - Theory, Practices and New Trends, první dotisk 2. přepracovaného vydání - Betr Král

INTERNATIONAL MARKETING - Theory, Practices and New Trends, první dotisk 2. přepracovaného vydání
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Kniha: INTERNATIONAL MARKETING - Theory, Practices and New Trends, první dotisk 2. přepracovaného vydání
Autor:

Kniha poskytuje komplexní přehled všech nástrojů mezinárodního marketingu a jejich využití v rychle se měnícím globálním podnikatelském prostředí. Text je doplněn řadou příkladů ... (celý popis)
Titul doručujeme za 5 pracovních dní
Jazyk: anglicky
Vaše cena s DPH:  395 Kč 367
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Specifikace
Nakladatelství: » Oeconomica
Médium / forma: Tištěná kniha
Rok vydání: 2018
Počet stran: 246
Rozměr: 148x210
Úprava: ilustrace
Vydání: Second revised edition
Skupina třídění: Řízení a správa podniku
Jazyk: anglicky
Datum vydání: 16.04.2018
ISBN: 978-80-245-2152-7
EAN: 9788024521527
Ukázka: » zobrazit ukázku
Popis / resumé

Přehled různých nástrojů mezinárodního marketingu.

Popis nakladatele

Kniha poskytuje komplexní přehled všech nástrojů mezinárodního marketingu a jejich využití v rychle se měnícím globálním podnikatelském prostředí. Text je doplněn řadou příkladů a mini případových studií zaměřených na region střední a východní Evropy. Oproti prvnímu vydání byl obsah knihy rozšířen o nové trendy v mezinárodním marketingu. Reflektovány také byly změny v podnikatelském prostředí, které se odehrály v souvislosti s nedávnou globální ekonomickou krizí. Aktualizovány byly i všechny příklady a případové studie. První část knihy se zabývá analýzou podnikatelského prostředí, rizik spojených se vstupem na zahraniční trhy, formami vstupu na zahraniční trhy, mezinárodním marketingovým výzkumem a mezinárodními marketingovými strategiemi. Druhá část knihy se věnuje segmentaci, positioningu, targetingu a značkové politice a poslední část pokrývá všechny nástroje mezinárodního marketingového mixu. Přidána také byla zcela nová kapitola zabývající se současným trendem společenské odpovědnosti firem (CSR). (theory, practices and new trends)

Další popis

The book provides integrated overview of all tools of international marketing and their use in the changing global environment. The unique feature of the book are the mini- cases and examples that reflect the Central European reality. Compared to the first edition the content of the book is updated covering the recent trends in international marketing and the changes of the business environment in the post- crisis times and providing up- to- date examples and mini- cases. The first section of the book covers analysis of the international environment, risks connected to the international expansion, modes of entry to foreign markets, international marketing research and international marketing strategies. The second section deals with international segmentation, positioning, targeting and branding and the third section discussed the tools of international marketing mix (product, pricing, distribution and communication). A new chapter covering ESR in international environment will be added to this section.


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Contents

Contents

Preface

1 Introduction to International Marketing

1.1 Basic concepts of international marketing iiiiiiiiimiiiiimiiiiiiiiiiiiiiiiimiiiiiiimimiiiiiiiiiiiiiiiiiiii 11

1.2 International business strategies ................iiiiimii..........iiiiiiiiiiiiiiiiiiiiiiii...................inn 16

1.3 Theory of internationalization iiiiiiimiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiMiii 19

2 The International Marketing Environment

2.1 Political, legal and regulatory environments iiiiiiiiiiiiiiiiiiiiiiiiiiiiiihiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 27

2 .2 Economic environment iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiimiiiiiii 32

2.3 Social and cultural environments ................. .......................................................... 37

2.4 Technological environm ent...и.....................................11111111....unii............................

2.5 Risks in international marketing ......him....uni..........................................1........ .

3 International Marketing Research

3.1 In tro d u ctio n inuiiiiiiiuiuuiiiiiiiiiiuiiiuiiiuuiiiuiiuiuiiiiuiiiiHiiuiniuiuuiiiuinuiiuuiiiiiiuiniiuiiinuniiiiiiiiiu47

3.2 International specifics o f m arketing research iiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiuiiiiiuiiiiiiiiiuiiuiiu 49

3.3 Research process iiiuuuuuuuinniiiiiiiuniiiiiiiiiiunuiuuiiuuiiiiiuiiniiiiiiiiiiuiiiiuiniiiiiiiiiiiiiiiiiuiiiiiinun 53

3 .4 Types o f data .................................................................................................................... ...

3 .5 Typology and m ethodology o f prim ary (field) research un...unii.......1....uni........

3.5.1 Quantitative marketing research uuuuuniiiiiiiiiiiiiuuiiiiiiiiiiiiiiniiiiiniiiniuiiiiiiiuiiiiiiuiiuiiiiuu 56

3.5.2 Designing the questionnaire uunuiuiiiuiiiiiiiiiuniiiuiiiiiiiiiiiiiiiiiiiiiiuiiiiiniiiuiiiiiiuiiiiiiiiiiuuiiiii 60

3.5.3 Qualitative marketing research ................11.............................. ............................in 61

3.5.4 Longitudinal studies iniiiiuiiiiiiuiiiiiiiuiiiiiMiuiiiuniiiiiiuniiiiiiiiiiniiiiiniiniiiiiiiiuuiiiniiiuiiiiiniiuuu 63

4 Strategic Planning and International Market Entry Strategy

4.1 Strategic planning process uuuiuuiiiuiuiuuiuiunuuiuiuiiuiiHuiuiiuuniiiuuiiuiiuiiuuiiiiiuniinuui 67

4.2 International growth strategies iiiuiiiuiuiuunuiiiiiiiniuiiiuiuiuiiuiiiiuniiiiinuuuuuninuiuiuuu 73

4.3 International market entry strategy uiiuiiiuiuiuuiiiiiiiiiiHiiiiiuiiiiiuiuunuiiiiiiiiiiiuiiiiiiiuuiiii 74

4.3.1 Exporting and importing iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiuiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiuiiuun 74

4.3.2 Non-equity based cooperation hi.....................................111111........ .......... ............. 78

4.3.3 Foreign investment ...................................hiiiuii........................................................83

5 Segmentation and Targeting in International Markets

5.1 S e g m e n ta tio n ........unii...........uni......i........... ............ululili........ u..........................unii..... nui 87

5.1.1 Methods of segm entation in consumer markets ..................hiiiiiiiiii................11....188

5.1.2 Industrial markets .......uni...........1111..........1111111....iiiuiu.........1......unii.....................11111111193


5.2 Targeting iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 96

5.2.1 Criteria for targeting iiiiiiiiiiiiiiiiiiiiiiiiiiiiiímniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 96

5.2.2 Targeting strategies HiimiiMiiiimiiiiiiiiiiiiiMiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiitiiiiii 97

5 .3 International aspects of segm entation niiiiiiiiiiiiiiiiimimiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 97

5.4 The im pact of segm entation on the brand iiiiiiiiiiiiiiiiiiiimiiiiiiiiiimiiiiiiniiiiiiiiiiiimiiiimimii 98

6 International Positioning 101

6.1 Elements and definition iiiiiiiiiiiimiiiiiíiiiiiiiiiiimiiiiimiiiiiiiiiiiiiimiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiimiiiiiiiiiiiii 101

6.2 The role of the brand in positioning strategy ...................................hiiiuii................ 102

6.3 Target consumer and relevant consumer benefit hiiiuii....hiiiiii.........1......1.......inn 103

6.4 D ifferentiation from competitors 111111111111111111111111111111111111111111111111111111111111111111111111111111111111 Ю5

6.5 Positioning strategies 1111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111 Ю7

6.5.1 Implementation of positioning strategy 11111111111111111111111111111111111111111111111111111111111111111111111 112

7 International Branding 119

7.1 Brand and its meaning iiiiiiiimiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiimiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii Ц9

7.2 Brand equity iiiiiiiiiiiiiiiiiiiiimiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 122

7.2.1 Brand equity - definition and elements ......1111........11........... 1111111111....inn............... 122

7.3 Trends in international brand m anagem ent........hiiiuii..........1111............................... 127

7.4 Strategic brand m anagem ent in international markets ...........nun............mi 134

8 Product in International Marketing 139

8.1 Dimensions of product IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIHIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII 139

8.2 Adaptations of the product hiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiui 141

8.2.1 Adaptations of the core hiiiiiiiiiiiiiiiiimiiiiiiiiiiiiiiiiiiiiiiiiíiiiiiiiiiiiiiiiimiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 143

8.2.2 Adaptations of packaging 11111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111 144

8.2.3 Adaptations of services 1111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111 145

8.3 Classification of products in international m arketing ................ . 147

8.4 International product mix hiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiimiiiiiiiiiiiiiiiiiiíiiiiiiiiiiiiiiiiiiiu 148

9 International Pricing

9.1 Factors influencing pricing in the international environm ent"!....... hiiiiiiiiii 154

9 .2 The im pact of the terms of payment on pricing..... hum............ 1..........1......... 111 159

9 .3 The im pact of the terms of delivery on pricing ни................. i........ hihi.......... 160

9 .4 Pricing strategies hiiiiiiiiiiiiiiihiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiihhihhiiiiiiiiii 162

9.4.1 Approaches to pricing in the international environm ent ....................... hiiiiiiiiii 162

9.4.2 Pricing strategies ihhhhhhihhhhhiihhihhhiiihiihhhhihhhhiihhihiihhhhhhhhhiihihiiuhhhhhiiii 164

9 .5 Pricing and other components of the m arketing strategy ................hi.....mi 168

9.5.1 Pricing and product policy 1111111....hhhuihhuhhhuhhhhhhhhhhhhhhhhhhihhhhhhhhhhihi 168

9.5.2 Pricing and m arketing com m unication ................................. ..........iiiiiiiiiiiiihh...... 170

10 International Distribution

10.1 International logistics iiiiiiiihiiiiiiiiihiihiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiihiiiiiiiiiiihhiiiihhiiiiiiiiiiiihiiiii 173

1 0 .2 Factors influencing international distribution hi.... .......... 1111...................... 176

10.2.1 Distribution strategies for the B2C market m........................................... ............ 178

1 0 .3 Trends in international distribution .......................................hihhiii...................... hiiiiii 179


11 International Marketing Communication 189

11.1 C o m m u n ic a t io n p r o c e s s iiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiitiiiiiiiiiiiiiiiiiiiiiiiiiiiii 1 8 9

1 1 .2 S p e c ific s o f in t e r n a t io n a l c o m m u n i c a t i o n ..................................................................ими 191

11.2.1 Differences related to th e m essage iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiim 192

11.2.2 Differences related to m edia miiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 195

1 1 .3 I n t e r n a t io n a l c o m m u n ic a t io n s t r a t e g y 1111111111111111111111111111111111111111111111111111111111111111111111111 1 9 7

11.3.1 Possible approaches to m arketing com m unication across borders mi...... ........ 197

11.3.2 Push and pull com m unication strategies ....................... miniím....... 2OO

11.3.3 C om m unication planning 111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111 201

1 1 .4 M a r k e t in g c o m m u n ic a t io n m i x '1111111111111111111111111111111111111111111111111111111111111111111111111111111111111111 2 0 4

11.4.1 Advertising iiiiiiiiiiiiimiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 205

11.4.2 Public relations iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiMiiiiimiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 207

11.4.3 Sales prom otion iiiiiiiihiiiiiiiiiiiiiiiimiimiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiimiiiiiiiiiiiiihiiiiiiiiii 209

11.4.4 Personal selling 111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111 211

1 1 .5 T r e n d s in m a r k e t in g c o m m u n ic a t io n iiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 2 1 3

12 Ethics, Social Responsibility and International Marketing

12.1 The international ethical environment i><>mi"»<'i<'iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 217

12.2 Ethical issues in international marketing iiiiiihiiiiiiiiiiiiiiiiiiiiiiiiiiihiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 220

1 2 .2 .1 P r o d u c t p o l i c y lllllllllllllllllllllllllllllinillllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll 2 2 0

12.2.2 Price policy iiiiMiiiiiiiiiiiiiiiiMiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiimiiiiiiiiiiiiiiiiiimiimiimiiiiiiiiHiiiiiiiiMiiiiiiiiiiiiim 221

12.2.3 Place policy iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiimiiiiiiiiiiiiiiiiiHiiiiiiiiimiiiiiiiiiiiiiiiiiMiiiiiiiiiiiHiimiiiiiii 222

12.2.4 Promotional policy iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 223

12.3 Social responsibility iiiiiiiiiiiihiiiiiiiimiiiiiiiiiiiiiiiiiiiiiiiiimiiiiihiiiiiiiiiiiiiiiiiiiiiiihiiiiiiiiiiiiiiiihiiiiiiiiiii 225

12.3.1 Growing significance of CSR and sustainability .............................................. 226

12.3.2 Benefits of social responsibility iiiiiiiiiiiiihiiiiiiihiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiihiiiiiiiiiimiiihi 228

12.3.3 Environmentalism and going green iiiiihiiiniii........inn..................inn........1111............. 230

12.3.4 New opportunities in health and sustainability ............................................. . 232

12.4 A final note 111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111 232

Literature

Index 241

/

Summary 245




       
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