Abstract: Part 1 International environmental and planning issues: the evolution of international marketing, Vern Terpstra the changing environment of international marketing, Vern Terpstra global strategy - achieving the geocentric ideal, Kenneth Simmonds international marketing planning - a standard process, F. Kelly Shuptrine and Brian Toyne international marketing planning - the gap between theory and practice, Malcolm H.B. McDonald fragmentation between home office and overseas management, Wayne J. Smeltz and Belmont F. Haydel. Part 2 International segmentation issues: a strategic approach to international segmentation, Sudhir H. Kale and D. Sudhershan segmenting the global market for industrial goods - issues and implications, Ellen Day et al. Part 3 International marketing mix issues: the impact of customer service in international markets, Norman E. Marr managing international customer service, Martin Christopher et al physical distribution management in international marketing, James R. Stock and Douglas M. Lambert on marketing appropriate products in developing countries, Vern Terpstra multinational product planning - a meta-market analysis, Richard R. Still and John S. Hill product-development processes in the multinational firm, Ikka K. Ronkainen the challenges to advertising in developed economies, Gerry Draper advertising regulation, self-regulation, and self-discipline around the world - some facts, trends and observations, J. J. Boddewyn international pricing policies and practices of industrial product manufacturers, James C. Baker and John K. Ryans Jr. Part 4 Other international issues: training across national bound aries, Simon Majaro international business negotiations - a strategic planning model, Farouk I. Heiba guidelines for international business negotiations, Pervez N. Ghauri the international marketing of technology - an interaction perspective, Lawrence S. Welch coming to terms with global retailing, Madhav Kacker the role of marketing director in overseas investment planning, Dennis Brewster export strategy - key markets versus market spreading, Nigel Piercy strategic market planning - the Japanese approach, Warren J. Keegan.
Publication Year: 1990
Publication Date: 1990-01-01
Language: en
Type: book
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Cited By Count: 4
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