- DOI: 10.1016/J.BUSHOR.2006.08.003
- Corpus ID: 12701178
International marketing research: A global project management perspective
- R. B. Young , R. Javalgi
- Published 1 March 2007
- Business Horizons
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International Marketing Management
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- Ralph Berndt 0 ,
- Claudia Fantapié Altobelli 1 ,
- Matthias Sander 2
Faculty of Economics and Social Sciences, Department of Marketing, University of Tübingen, Tübingen, Germany
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Fakultät für Wirtschafts- und Sozialwissenschaften, Institut für Marketing, Helmut-Schmidt-Universität/Universität der Bundeswehr Hamburg, Hamburg, Germany
Department of economics chair of marketing, university of konstanz, konstanz, germany.
- In-depth presentation of all aspects of international marketing management
- With numerous practical examples
- Detailed presentation of the marketing toolkit
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About this book
For every company that is active internationally, a systematically operated cross-national marketing management is indispensable in order to secure its own existence in the long term. The rapid changes on many markets and in many countries also mean that professional information gathering and processing of market-relevant data must take place within the framework of international market research. Based on this data, market-oriented decisions have to be made within international marketing management in order to achieve operational goals.
This book deals not only with the "classic" topics of international marketing, such as international market research and the international use of individual marketing instruments, but also with the various management sub-functions of planning, controlling, organization and human resources management in internationally active companies, each with a specific reference to marketing in the sense of market-oriented corporate management. The theoretically presented correlations are enriched by current data on the relevant framework conditions on international markets, empirical findings on the individual fields of action of international marketing management as well as numerous current examples from entrepreneurial practice. With this comprehensive presentation of international marketing management, the authors address lecturers and students as well as practitioners who deal with marketing issues in an international context.
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Table of contents (24 chapters)
Front matter, international management and marketing, internationalisation and international marketing management.
- Ralph Berndt, Claudia Fantapié Altobelli, Matthias Sander
The Steps of International Marketing Planning
International marketing information, the international marketing environment, international market research, international marketing strategy, strategic international objectives, international market selection, international market entry strategies, international market development strategies, international marketing mix, international product management, international price management, international communication management, international distribution management, international marketing controlling, controlling in international marketing management, international marketing audits.
"International Marketing Management represents the state of the art of the subject, very well prepared, many examples and illustrations, good book design." (Prof. Werner Pepels, Westfälische Hochschule,Gelsenkirchen)
Particularly noteworthy: "Very appealing, compact and easy to read presentation of the complex topic" (Prof. Dr. Sybille Schmid, Stuttgart Media University)
Authors and Affiliations
Ralph Berndt
Claudia Fantapié Altobelli
Matthias Sander
About the authors
Prof. (ret.) Dr. Ralph Berndt held the Chair of Business Administration, in particular Marketing, and was Head of the International Marketing Research Unit at Eberhard Karls University, Tübingen.
Prof. Dr. Claudia Fantapié Altobelli has headed the Institute of Marketing at Helmut Schmidt University, University of the Federal Armed Forces Hamburg, since 1995. Her work focuses on market research, international marketing, marketing and new media.
Prof. Dr. Matthias Sander has held the Chair of General Business Administration with a focus on marketing at the University of Konstanz since 1998. His work focuses in particular on brand management and international marketing.
Bibliographic Information
Book Title : International Marketing Management
Authors : Ralph Berndt, Claudia Fantapié Altobelli, Matthias Sander
DOI : https://doi.org/10.1007/978-3-662-66800-9
Publisher : Springer Gabler Berlin, Heidelberg
eBook Packages : Business and Management , Business and Management (R0)
Copyright Information : The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer-Verlag GmbH, DE, part of Springer Nature 2023
Softcover ISBN : 978-3-662-66799-6 Published: 24 May 2023
eBook ISBN : 978-3-662-66800-9 Published: 23 May 2023
Edition Number : 1
Number of Pages : XIV, 608
Number of Illustrations : 230 b/w illustrations, 9 illustrations in colour
Topics : Marketing
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INTERNATIONAL MARKETING RESEARCH: OPPORTUNITIES AND CHALLENGES IN THE 21ST CENTURY
According to a recent and interesting revision of advances in international marketing theory and practice, the international marketing literature has grown exponentially in recent years in order to offer sufficient support to corporate and public policy makers confronting today's hostile global business conditions (Katsikeas, 2003a). In fact, some of the most relevant academic journals in this field (Journal of International Business Studies, Journal of International Marketing, International Marketing Review, International Business Review, Advances in International Marketing, among others) can be considered highly stable and mature publications, with research articles covering a wide range of topics within the international marketing domain and usually authorized by leading contributors to other
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A considerable body of literature has evolved on the topics involving methodologies for the subject of international marketing. This article is a systematic review on articles published in academic journals between 1990 and 2014.The purposes of this article is to determine the use of research designs and analytical techniques in literature related to international marketing. In order to assess the topics and their methodological trends, the authors attempted to collect research articles from 57 configurational content under seven research streams pertaining to the subject, starting from the conceptual issues and steps to the conclusion of the topics and methodological trends. From this, the authors were able to identify that the body of international marketing knowledge is growing, and theoretical integration was evident. However, on the whole, preference was skewed towards mixed methods. Authors have observed mixed methods are the most appropriate for conducting research on the subject of international marketing.
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Marketing research is the primary mechanism through which companies understand their current, as well as potential, customers. As companies contemplate the global marketplace, they must consider how domestic market research differs when conducted in international markets. Designing a specific research methodology is the way to achieve this aim. This article discuss the context for international market research and provide a framework for conducting international market research projects. Additionally, there will be presented several factors that should be considered by marketers who engage in global market research studies. Particular attention is paid to the nuances related to primary data collection, measurement issues and questionnaire construction.
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Journal of International Marketing is a peer-reviewed journal that is dedicated to advancing international marketing practice, research, and theory. Contributions addressing any aspect of international marketing are welcome. Aimed at both international marketing/business scholars and practitioners at senior- and mid-level international marketing positions, the journal's prime objective is to ...
International Marketing Review 1 Revisiting International Marketing Strategy in a Digital Era: Opportunities, Challenges, and Research Directions Abstract Increasing digitalization in highly globalized world economies has seriously changed the international business landscape, creating plenty of opportunities but also challenges for firms.
Marketing is the raison d'etre and the force that drives organizations. Among the many axioms advanced by Peter Drucker, the father of modern management, are that the purpose of a business is "to create customers", and that an organization has only two functions: one role relates to marketing (i.e., innovation) and the other is marketing (Drucker, 1954, p. 37; Trout, 2006; Webster, 2009).
[email protected] 1. Abstract. This paper aimed to explain and define the term of International Marketing and How the firms can have an. access to new markets in the world. Also, it focuses ...
A considerable body of literature has evolved on the topics involving methodologies for the subject of international marketing. This article is a systematic review on articles published in academic journals between 1990 and 2014.The purposes of this article is to determine the use of research designs and analytical techniques in literature related to international marketing.
1.2 Domestic marketing vs. international marketing 6 1.3 Environmental divergence and convergence 7 1.4 Environmental effect on international marketing mix 7 2.1 Production possibility curve: constant opportunity cost 24 2.2 Absolute advantage without relative advantage 27 2.3 WordPerfect and the Netherlands' relatively well-endowed factors 31
International marketing research helps businesses operating in foreign. markets to select their target markets, to create an appropriate marketing mix. for these target markets, and to collect ...
published research in IB excludes marketing con-siderations. As an example, in examining foreign market entry and expansion modes [e.g., foreign direct investment (FDI)], the ultimate goal - beyond the theoretical lens in use, efficiencies, drivers, order of market entry, and resultant models and theories - is to gain or create new customers
VK has also been honored as a Legend in Marketing through the 10-Volume Legends in Marketing series published by Sage Publications with commentaries from scholars worldwide. Professor Kumar has published over 300 scholarly papers and 30 books, received over 20 Lifetime Achievement Awards, and over 25 Research and Teaching Excellence Awards.
In studying global marketing strategy, a number of different approaches have been adopted ranging from the transaction cost perspective to the evolutionary and global integration perspective. Typically, each focuses on different decisions or aspects of global marketing strategy and corresponds in many respects to differences in the experience ...
Journal of International Marketing is an international, peer-reviewed journal that is dedicated to advancing international marketing practice, research, and the... Front Matter Download
International marketing is defined as the conduct of a. business to plan, price, promote and drive a line of goods. and services to customers or users in more than one country. to create a profit ...
Journal of International Marketing is an international, peer-reviewed journal that is dedicated to advancing international marketing practice, research, and theory. Contributions addressing any aspect of international marketing are welcome. The journal presents scholarly and managerially relevant articles on international marketing.
Leonidas C. Leonidou, Constantine S. Katsikeas, Saeed Samiee and Bilge Aykol. Abstract The chapter provides a systematic review of 1722 international mar-keting articles published in the top six international business journals during the period 1995-2015. The analysis focuses on five major areas: proles of authors fi involved in international ...
Challenges of researching consumers in emerging markets. S. Greenland. Business, Economics. 2011. International marketing research has increased substantially as companies seek global growth opportunities. Developing economies are frequently central to this endeavour since they offer the greatest…. Expand. 1. PDF.
First paper. The lead paper by Fethi Klabi is an interesting empirical research study on local and international brands in Kingdom of Saudi Arabia. The author collected data from 149 respondents on 21 brands. A key research finding was that when respondents feel high congruity between self (both actual & ideal) and social (both actual & ideal) brand image, then the brand perceived quality is ...
m developing countries. It is particularly designed for academics, researchers, students, practitioners, and policy-makers in the fields of international marketing, international business, nd international trade. To make it easy to read, various concepts are supported by exhibits, examples, and illustrations fr.
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International Journal of Research in Marketing Management and Sales 2019; 1(2): 134-138 E-ISSN: 2663-3337 P-ISSN: 2663-3329 IJRMMS 2019; 1(2): 134-138 Received: 18-05-2019 Accepted: 22-06-2019 Dr. Nguyen Hoang Tien Saigon International University, Ho Chi Minh City, Vietnam Phan Phung Phu Office of Tien Giang Provincial Party Committee, Vietnam Dang Thi Phuong Chi Ho Chi Minh City University of ...
3. Abstract. Still in the early part of the 21 st century, it is readily apparent that more and more businesses. need to develop marketing strategy with a global perspective, constantly bearing in ...
l marketing research.14.2 MARKETING RESEARCH : THE GLOBAL SCENEAs per the study conducted by ESOMAR, the total worldwide mark. t for market research for the year 2001 was U.S. $ 15.9 billion. Exhibit 14.1 given below shows that this market is\ dominated by EU nations and U.
A considerable body of literature has evolved on the topics involving methodologies for the subject of international marketing. This article is a systematic review on articles published in academic journals between 1990 and 2014.The purposes of this article is to determine the use of research designs and analytical techniques in literature related to international marketing.
International Marketing Management Research Paper (3 of 3) May 2016. DOI: 10.13140/RG.2.1.2727.2566. Authors: Peter Israel Frideswide Arthur. University of Cambridge.