POLECAMY
Koszyk
-14%
International Marketing in Europe
Redakcja:
Format:
pdf, ibuk
The aim of this book is to provide basic knowledge on international marketing in the European market. It is targeted at students of management, international business and international economic relations, but may also be appreciated by practitioners undertaking activities in the EU market. The handbook contains basic terms and concepts related to international marketing and explains the scope of their use. It presents the diversity of European countries, important from a marketing point of view, and major marketing strategies and tools used by contemporary companies in this market. The considerations are illustrated with mini-cases which help to understand how marketing activities may contribute to a company’s success or failure in the European market. The study also includes a chapter on marketing research into the European markets and an Appendix where sources of data indispensable for such research can be found.
| Rok wydania | 2012 |
|---|---|
| Liczba stron | 237 |
| Kategoria | Marketing, reklama |
| Wydawca | Wydawnictwo Uniwersytetu Ekonomicznego w Katowicach |
| ISBN-13 | 978-83-7246-754-6 |
| Język publikacji | angielski |
| Informacja o sprzedawcy | ePWN sp. z o.o. |
Ciekawe propozycje
Spis treści
| Preface | 7 |
| Chapter 1 The European perspective in international marketing | 9 |
| Internationalisation of firms and markets | 10 |
| International marketing concepts and orientations | 14 |
| European integration and international marketing concept | 17 |
| Chapter 2 The dynamics of European marketing environment | 27 |
| Political, legal, and regulatory environment | 28 |
| Economic and demographic environment | 35 |
| Social and cultural environment | 45 |
| Chapter 3 Researching European markets | 59 |
| The marketing research process and its international dimension | 60 |
| Information needs in various stages of international involvement | 66 |
| Methodological considerations in researching European markets | 68 |
| Current trends in data collection in Europe | 75 |
| Chapter 4 Segmentation, targeting, and positioning for the European markets | 81 |
| European markets segmentation | 82 |
| Assessing market potential and selecting target markets | 90 |
| Target market strategy options for European markets | 93 |
| Types of positioning in European markets | 94 |
| Chapter 5 Market entry strategies for European markets | 101 |
| General approach to market entry strategy choice | 102 |
| Market entry modes | 104 |
| Exporting as a foreign market entry strategy | 105 |
| Contractual entry modes | 107 |
| Foreign direct investments | 114 |
| Chapter 6 European product and brand decisions | 125 |
| Product decisions in the international market | 126 |
| Types of goods in the international market | 128 |
| Product life cycle in European markets | 130 |
| International product strategies for the European market | 134 |
| Branding strategies in European markets | 138 |
| Brand protection in European markets | 144 |
| Chapter 7 Services marketing in European markets | 149 |
| The nature of services and their classification | 150 |
| Internationalisation of services in European markets | 154 |
| Internationalisation and market entry modes of service firms | 158 |
| International marketing strategies for services in Europe | 163 |
| Chapter 8 Pricing decisions for European markets | 171 |
| Factors influencing pricing decisions in European markets | 172 |
| International pricing strategy and policy | 173 |
| Export price calculation and its escalation | 177 |
| Price standardisation versus differentiation in European markets | 182 |
| Specific issues in European cross-border pricing | 185 |
| Charter 9 Managing European distribution | 191 |
| External determinants of distribution strategies in European markets | 192 |
| Structure of distribution channels in Europe | 196 |
| Managing and controlling distribution channels | 203 |
| Physical distribution in European market | 207 |
| Chapter 10 Marketing communication in European markets | 211 |
| Factors influencing marketing communication in European markets | 212 |
| Standardisation versus differentiation in marketing communication | 219 |
| Marketing communication tools in European markets | 223 |
| European media for marketing communication | 227 |
| Appendix | 233 |
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International Marketing in Europe
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