The Essence of Small Business

Colin Barrow

The primary role of marketing managemernt, in any firm, is to evaluate the firm's competitiveness, then to design and execute effective marketing programmes. This book's practical approach helps the reader to analyse, select and evaluate appropriate conceptional frameworks for management decisions in the context of the international marketing process.
  • Limba : Engleza
  • Cuprins :

    Preface.
     
    PART I: THE DECISION WHETHER TO INTERNATIONALIZE.
     
    1. International Marketing in the Firm - SMEs versus LSEs.
    2. Initiation of Internationalization.
    3. Export Behaviour Theories.
    4. Development of the Firm's International Competitiveness.
     
    PART II: DECIDING WHICH MARKETS TO ENTER.
     
    5. The International Market Selection (IMS) Process.
    6. The International Environment.
     
    PART III: DECIDING HOW TO ENTER FOREIGN MARKETS (MARKET ENTRY STRATEGIES).
     
    7. Some Approaches to the Choice of Entry Modes.
    8. Export Mode.
    9. Intermediate Entry Modes (Contractual Entry Modes).
    10. Hierarchical Modes.
    11. International Sourcing Decisions and the Role of the Subsupplier.
     
    PART IV: DESIGNING THE INTERNATIONAL MARKETING PROGRAMME PRODUCT DECISIONS.
     
    12. Pricing Decisions in Terms of Doing Business.
    13. Distribution Decisions.
    14. Communication Decisions (Promotion Strategies).
     
    PAR

  • Data Publicarii : 1998
  • Editie : 2
  • Format : Paperback
  • Numar pagini : 192
  • ISBN : 9780137486410
Rating:
279.99 Lei
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