Strategic International Marketing

Online-Ressource (XI, 178p. 44 illus)

online resource

A. Developments towards Strategic International Marketing1. Growth: Target the Setting and the Development of Companies -- 2. World Economic Developments and World Politics -- 3. The Internationalisation of Business Management Theory -- B. The Dynamics of the World Economy -- 1. The International Division of Labour and the Extent of World Trade -- 2. Political, Social and Cultural Developments -- 3. Technical Progress: Information and Communication -- C. The Structure of the International Environment of Companies -- 1. The Importance of Differentiated Analyses of the Environment -- 2. Sociocultural Development and Economic Growth -- 3. Legal, Political and Cultural Environmental Conditions -- 4. Trade and Currency Policy (Foreign Trade Regime) -- 5. Integration Policy -- D. The Foreign Activities of Companies -- 1. Types of Foreign Involvement and their Strategic Significance -- 2. The Adjustment of Company Culture to the Special Aspects of International Activities -- 3. Structural Change as a Consequence of International Orientation -- 4. Concentration Processes and the Development of Multinational Companies -- 5. The Internationalisation of Medium-Sized Companies -- 6. The International Culture of Companies -- E. Concepts of Marketing in Foreign Trade -- 1. Processes of Development towards International Marketing -- 2. Aspects of the Design of International Transfer Processes -- 3. The Temporal Horizon of International Marketing Decisions -- F. International Strategic Marketing -- 1. The Strategic Planning of International Companies -- 2. Long-Term Planning and the Setting of Targets in Foreign Activities -- 3. Risk and Country Analysis -- 4. Identification and Selection of Strategy: Unitary or Differentiated International Marketing -- 5. The Strategic Concept of International Marketing -- G. The Informational Bases of Strategic International Marketing -- 1. The Significance of Information in Strategic International Marketing -- 2. Methodological Aspects of the Obtaining of Information -- 3. Areas of Information -- H. Methods of Strategic International Marketing -- 1. The Structuring of Strategic International Marketing Decisions -- 2. International Product Life-Cycle Analyses -- 3. International Market and Development Prognoses -- 4. Early Warning Systems -- 5. International Comparisons and Analogies -- 6. Portfolio Analyses -- 7. The Management of Strategic Success Positions (SSP) -- 8. Analysis of Market Entry Alternatives -- 9. Planning Processes in Strategic International Marketing -- I. Strategic Global Marketing -- 1. The Significance of Global Marketing -- 2. Global Marketing Strategies -- 3. Aspects of Organisational and Personnel Policy -- 4. Strategies of Global Finance -- 5. Global Information and Communications Strategies -- 6. Perspectives in the Development of Global Strategic Marketing -- List of Diagrams -- List of Tables.

10.1007/978-3-642-75477-7 [DOI]

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