《国际营销战略研究 英文版》PDF下载

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  • 作  者:(英)伊斯贝尔·杜尔(IsobelDoole),(英)罗宾·劳尔(RobinLowe)著
  • 出 版 社:沈阳:东北财经大学出版社
  • 出版年份:1998
  • ISBN:7810442384
  • 页数:400 页
图书介绍:

ContentsForeword 8

Preface 9

Part One:Analysis1 Reconciling global marketing and one-to-one marketing-a global individualism response?(C.W. Halliburton) 9

About the authors 11

Acknowledgements 14

2 Outgrowth of ASEAN,a Common Market of the Pacific:lessonsto be learnt from the European experience(K.Day and P.Herbig) 25

3 Developing global products and marketing strategies:a constructand a research agenda(J.Wills,A.C.Samli and L.Jacobs) 45

4 Linking consumer behaviour constructs to international marketingstrategy:a comment on Wills,Samli and Jacobs,and an extension(Lyn S.Amine) 66

5 Multinational market portfolios in global strategy development(G.D.Harrell and R.O.Keifer) 83

6 Wine marketing:cross-cultural segmentation(I.Doole,J.Halland M.Shaw) 99

7 Gathering and intepreting strategic intelligence in Asia Pacific(P.Lasserre) 113

Part Two:Development8 Towards a new global strategy(G.Yip) 139

9 Successful global strategies for service companies(H.Matheand C.Perras) 143

10 The characteristics and development of exporting firms at differentstages of internationalisation(R.Lowe and I.Doole) 163

11 Export market expansion strategy:differences between marketconcentration and market spreading(C.S.Katsikeas andL.C.Leonidou) 180

12 Developing strategic alliances:a conceptual framework for successfulcooperation(C.Bronder and R.Pritzl) 205

13 International branding:demand-or supply-driven opportunity?(L.de Chernatony,C.Haliburton and R.Bernath) 223

14 New products:the factors that drive success(R.G.Cooper) 239

Part Three:Implementation 239

15 Review of a 40-year debatein international advertising(M.Agrawal) 267

16 A typology of distribution channel systems:a contextual approach(K.Kim and G.L.Frazier) 297

17 How to address the grey market threat using price coordination(G.Assmus and C.Wiese) 316

18 Building and entrepreneurial corporation:new organisationalprocesses,new managerial tasks(S.Ghoshal and C.Bartlett) 338

19 Ethics and the challenge for international marketing managers(R.Lowe) 372

Index 389