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Strategic Global Marketing : Issues and Trends. E.ケイナック編 戦略的グローバル・マーケティング
・ISBN 978-0-7890-2016-1 hard US$ 233.99
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・ISBN 978-0-7890-2017-8 soft US$ 107.99
￥25,301.- (税込) ※（※）価格はご注文時の参考価格となります。
納品価格につきましては書籍の入荷時点で確定となります。
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電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-1-315-86482-2
| 著者・編者 | Kaynak, Erdener (ed.), |
|---|---|
| 出版社 | (International Business Pr., US) |
| 出版年月 | 2002 |
| ページ数 | 250 pp. |
| 言語 | ENG |
| ニュース番号 | ＜505-531＞ |
解説
Learn to select appropriate strategic tools and measure the competitiveness of international firms!
This essential text addresses important strategic marketing issues and questions in a unique and insightful way. Strategic Global Marketing: Issues and Trends takes on the standardization vs. adaptation issue and will familiarize you with important topics, including customer value measurement in highly competitive industries; factors influencing export attitudes; qualities necessary for successful international business conduct; distribution channels behavior and regional differences in the way these channels function; and more! Handy charts, tables, and figures make the information easy to access and understand.
In Strategic Global Marketing: Issues and Trends, authors from Israel, the United States, India, Hong Kong, and New Zealand examine the usefulness of comparative studies of dominant cultural values in successful international strategy development as well as other specific facets of international marketing strategy, such as:
- technometricsa benchmarked approach to compare competing brands on a set of attributes
- the attitudes of Taiwanese executives regarding exporting and international conduct
- the cultural values that must be taken into account to produce effective print advertisements in the United States and India
- the marketing roles and functions undertaken by Chinese wholesalersand the functions they are still reluctant to perform
- a meta-analysis-tested model of the relationship between export performance and the degree of standardization of international marketing strategy used by the exporter
- the effectiveness of policies put in place by leaders of United States cities in their efforts to promote exports