Expanding an organisation internationally presents both opportunities and challenges as marketing departments seek to understand different buying behaviours, power relations, preferences, loyalties and norms. International Marketing offers a uniquely adaptable strategy framework for firms of all sizes that are looking to internationalise their business, using Carl Arthur Solberg's tried and tested Nine Strategic Windows model.
This practical text offers the reader insights into:
The globalisation phenomenon
And Strategic positioning in international markets.
Solberg has also created a brand new companion website for the text, replete with additional materials and instructor resources. This functional study is an ideal introduction to international marketing for advanced undergraduates and postgraduates in business and management. It also offers a pragmatic toolkit for managers and marketers that are seeking to expand their business into new territories.
Carl Arthur Solberg is Professor Emeritus of Marketing at BI Norwegian Business School, Norway. Before joining academia, he worked for ten years in industry, as a Consultant at the Export Council of Norway and as a Market Researcher and Strategic Planner in the petrochemical industry in Norway.
Table of Contents Preface Acknowledgements Chapter 1 Introduction Part I Developing Strategic Thrust in a Globalising World Chapter 2 International Business Environment- from Local to Global Markets Chapter 3 The Internationalisation Process and Firm Resources Chapter 4 Strategy Development in International Markets Part II Decisions in International Markets Chapter 5 Information for International Marketing Decisions Chapter 6 Market Selection and Market Portfolio Chapter 7 Operation modes in International Markets Chapter 8 Partners in International Marketing Chapter 9 Standardisation and Adaption of International Marketing Chapter 10 Product Strategies in International Markets Chapter 11 Promotion Decisions in International Markets Chapter 12 Pricing Decisions in International Marketing Part III Planning and Organising the International Marketing Effort Chapter 13 Planning the International Marketing Effort Chapter 14 Organising the International Marketing Effort Chapter 15 Epilogue and Concluding Remarks