International Marketing Management : : Strategies, Concepts and Cases in Europe / / Mario Glowik, Slawomir Smyczek.
In recent decades, against the background of integrated global trade patterns, the complexity of international marketing and management has increased enormously. Accordingly, the momentum of business opportunities and challenges has accelerated, and a firm has to continuously evaluate its market env...
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Place / Publishing House: | Berlin ;, Boston : : Oldenbourg Wissenschaftsverlag, , [2012] ©2011 |
Year of Publication: | 2012 |
Language: | English |
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Physical Description: | 1 online resource (325 p.) |
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Glowik, Mario, author. aut http://id.loc.gov/vocabulary/relators/aut International Marketing Management : Strategies, Concepts and Cases in Europe / Mario Glowik, Slawomir Smyczek. Berlin ; Boston : Oldenbourg Wissenschaftsverlag, [2012] ©2011 1 online resource (325 p.) text txt rdacontent computer c rdamedia online resource cr rdacarrier text file PDF rda Front Matter -- 1 Chapter: An introduction to international marketing management -- 2 Chapter: Corporate social responsibility in light of internationalization -- 3 Chapter: The international business environment -- 4 Chapter: Strategy Building -- 5 Chapter: International marketing research -- 6 Chapter: Relationship marketing -- 7 Chapter: Consumer behavior in international markets -- 8 Chapter: Consumer behavior application in international marketing -- 9 Chapter: International marketing in practice -- Back Matter restricted access http://purl.org/coar/access_right/c_16ec online access with authorization star In recent decades, against the background of integrated global trade patterns, the complexity of international marketing and management has increased enormously. Accordingly, the momentum of business opportunities and challenges has accelerated, and a firm has to continuously evaluate its market environment in order to make adjustments that reflect the firm’s individual strengths and weaknesses. This book takes as its perspective that the customer undoubtedly is positioned in the center of the firm’s overall management activities. True understanding of the customer requires efficient marketing research about the firm’s international business environment. As discussed in the first chapters of the book, the firm’s business success depends in part on its ethical standards; thus awareness of its environmental and social responsibility is required. The following chapters concentrate on various aspects of culturally biased customer behavior and how the firm ensures sensitivity when planning and selecting its marketing strategies. The most efficient techniques of international market segmentation, targeting, and strategic competitive positioning are introduced. Furthermore, concepts of consumer loyalty programs and their implementation in diversified international markets are presented. An important part is dedicated to describing suitable mixes of marketing policies for firms operating in culturally heterogeneous international markets. Finally, forecasting changes in consumer behavior as a tool of planning international marketing activities is taken into consideration. Marketing control mechanisms that seek to increase efficiency of selected marketing activities further contribute to the valuable insights of this publication. Overall, the authors' intention is to combine the newest theoretical concepts with pragmatic decisions made by firms. The book is particularly suitable for undergraduate and graduate students taking courses in international marketing, strategic and cultural management. Executives and practitioners involved in business can take fundamental and updated knowledge from this publication, which hopefully will improve their competitive positions against their rivals in the global arena. This book takes as its perspective that the customer undoubtedly is positioned in the center of the firm’s overall management activities. True understanding of the customer requires efficient marketing research about the firm’s international business environment. As discussed in the first chapters of the book, the firm’s business success depends in part on its ethical standards; thus awareness of its environmental and social responsibility is required. The following chapters concentrate on various aspects of culturally biased customer behavior and how the firm ensures sensitivity when planning and selecting its marketing strategies. The most efficient techniques of international market segmentation, targeting, and strategic competitive positioning are introduced. Furthermore, concepts of consumer loyalty programs and their implementation in diversified international markets are presented. An important part is dedicated to describing suitable mixes of marketing policies for firms operating in culturally heterogeneous international markets. Finally, forecasting changes in consumer behavior as a tool of planning international marketing activities is taken into consideration. Marketing control mechanisms that seek to increase efficiency of selected marketing activities further contribute to the valuable insights of this publication. Mode of access: Internet via World Wide Web. In English. Description based on online resource; title from PDF title page (publisher's Web site, viewed 29. Nov 2021) Export marketing Management. Export marketing Europe Management. International trade. Marketing Europe. BUSINESS & ECONOMICS / Management. bisacsh Smyczek, Slawomir, author. aut http://id.loc.gov/vocabulary/relators/aut Title is part of eBook package: De Gruyter DGBA Backlist Business and Economics 2000-2014 (EN) 9783110621143 Title is part of eBook package: De Gruyter DGBA Backlist Complete English Language 2000-2014 PART1 9783110238570 Title is part of eBook package: De Gruyter DGBA Business and Economics 2000 - 2014 9783110635737 ZDB-23-GBE Title is part of eBook package: De Gruyter eBook-Paket OWV/AV BWL, VWL 2005-2012 9783110345650 ZDB-23-OAV print 9783486597493 https://doi.org/10.1524/9783486709223 https://www.degruyter.com/isbn/9783486709223 Cover https://www.degruyter.com/document/cover/isbn/9783486709223/original |
language |
English |
format |
eBook |
author |
Glowik, Mario, Glowik, Mario, Smyczek, Slawomir, |
spellingShingle |
Glowik, Mario, Glowik, Mario, Smyczek, Slawomir, International Marketing Management : Strategies, Concepts and Cases in Europe / Front Matter -- 1 Chapter: An introduction to international marketing management -- 2 Chapter: Corporate social responsibility in light of internationalization -- 3 Chapter: The international business environment -- 4 Chapter: Strategy Building -- 5 Chapter: International marketing research -- 6 Chapter: Relationship marketing -- 7 Chapter: Consumer behavior in international markets -- 8 Chapter: Consumer behavior application in international marketing -- 9 Chapter: International marketing in practice -- Back Matter |
author_facet |
Glowik, Mario, Glowik, Mario, Smyczek, Slawomir, Smyczek, Slawomir, Smyczek, Slawomir, |
author_variant |
m g mg m g mg s s ss |
author_role |
VerfasserIn VerfasserIn VerfasserIn |
author2 |
Smyczek, Slawomir, Smyczek, Slawomir, |
author2_variant |
s s ss |
author2_role |
VerfasserIn VerfasserIn |
author_sort |
Glowik, Mario, |
title |
International Marketing Management : Strategies, Concepts and Cases in Europe / |
title_sub |
Strategies, Concepts and Cases in Europe / |
title_full |
International Marketing Management : Strategies, Concepts and Cases in Europe / Mario Glowik, Slawomir Smyczek. |
title_fullStr |
International Marketing Management : Strategies, Concepts and Cases in Europe / Mario Glowik, Slawomir Smyczek. |
title_full_unstemmed |
International Marketing Management : Strategies, Concepts and Cases in Europe / Mario Glowik, Slawomir Smyczek. |
title_auth |
International Marketing Management : Strategies, Concepts and Cases in Europe / |
title_alt |
Front Matter -- 1 Chapter: An introduction to international marketing management -- 2 Chapter: Corporate social responsibility in light of internationalization -- 3 Chapter: The international business environment -- 4 Chapter: Strategy Building -- 5 Chapter: International marketing research -- 6 Chapter: Relationship marketing -- 7 Chapter: Consumer behavior in international markets -- 8 Chapter: Consumer behavior application in international marketing -- 9 Chapter: International marketing in practice -- Back Matter |
title_new |
International Marketing Management : |
title_sort |
international marketing management : strategies, concepts and cases in europe / |
publisher |
Oldenbourg Wissenschaftsverlag, |
publishDate |
2012 |
physical |
1 online resource (325 p.) |
contents |
Front Matter -- 1 Chapter: An introduction to international marketing management -- 2 Chapter: Corporate social responsibility in light of internationalization -- 3 Chapter: The international business environment -- 4 Chapter: Strategy Building -- 5 Chapter: International marketing research -- 6 Chapter: Relationship marketing -- 7 Chapter: Consumer behavior in international markets -- 8 Chapter: Consumer behavior application in international marketing -- 9 Chapter: International marketing in practice -- Back Matter |
isbn |
9783486709223 9783110621143 9783110238570 9783110635737 9783110345650 9783486597493 |
callnumber-first |
H - Social Science |
callnumber-subject |
HF - Commerce |
callnumber-label |
HF1416 |
callnumber-sort |
HF 41416.6 E85 G569 42011EB |
geographic_facet |
Europe Europe. |
url |
https://doi.org/10.1524/9783486709223 https://www.degruyter.com/isbn/9783486709223 https://www.degruyter.com/document/cover/isbn/9783486709223/original |
illustrated |
Not Illustrated |
dewey-hundreds |
600 - Technology |
dewey-tens |
650 - Management & public relations |
dewey-ones |
658 - General management |
dewey-full |
658.848 |
dewey-sort |
3658.848 |
dewey-raw |
658.848 |
dewey-search |
658.848 |
doi_str_mv |
10.1524/9783486709223 |
oclc_num |
979908380 |
work_keys_str_mv |
AT glowikmario internationalmarketingmanagementstrategiesconceptsandcasesineurope AT smyczekslawomir internationalmarketingmanagementstrategiesconceptsandcasesineurope |
status_str |
n |
ids_txt_mv |
(DE-B1597)231431 (OCoLC)979908380 |
carrierType_str_mv |
cr |
hierarchy_parent_title |
Title is part of eBook package: De Gruyter DGBA Backlist Business and Economics 2000-2014 (EN) Title is part of eBook package: De Gruyter DGBA Backlist Complete English Language 2000-2014 PART1 Title is part of eBook package: De Gruyter DGBA Business and Economics 2000 - 2014 Title is part of eBook package: De Gruyter eBook-Paket OWV/AV BWL, VWL 2005-2012 |
is_hierarchy_title |
International Marketing Management : Strategies, Concepts and Cases in Europe / |
container_title |
Title is part of eBook package: De Gruyter DGBA Backlist Business and Economics 2000-2014 (EN) |
author2_original_writing_str_mv |
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fullrecord |
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