Best practices in international marketing / [edited by] Ilkka A. Ronkainen, Michael R. Czinkota.

Contributor(s): Ronkainen, Ilkka A | Czinkota, Michael R
Language: English Series: The Harcourt College Publishers series in marketingPublisher: Forth Worth, TX : Harcourt College Publishers , c2002Description: xviii, 393 pages : illustrations ; 24 cmContent type: text Media type: unmediated Carrier type: volume ISBN: 0030340365; 9780030340369Other title: International marketingSubject(s): Export marketingDDC classification: 658.848 LOC classification: HF1416 | .B476 2002Online resources: Table of contents | Contributor biographical information
Contents:
Machine generated contents note: I -- I -- PART ONE ENVIRONMENTS AND MARKETS 27 -- C. Samuel Craig and Susan P Douglas, Conducting International Marketing Research in -- the Twenty-First Century 29 -- Swee Hoon Ang, Siew Meng Leong, and Philip Kotler, The Asian Apocalypse: Crisis -- Marketing for Consumers and Businesses 40 -- Ilkka A. Ronkainen and Jose-Luis Guerrero-Cusumano, Correlates of Intellectual Prop- -- erty Violation 61 -- Michael R. Czinkota, The Policy Gap in International Marketing 70 -- Roland Calori, Tugrul Atamer, and Pancho Nunes, International Competition in Mixed -- Industries 81 -- David Coen, The Impact of U.S. Lobbying Practice on the European Business-Govern- -- rnent Relationship 105 -- Edward Tse, Chinese Consumer Market: The Right Way to Achieve Profitable Growth 123 -- PART TWO MARKET ENTRY AND -- DEVELOPMENT 139 -- Mark Peterson and Naresh Malhotra, Country Segmentation Based on Objective Quality- -- of-Life Measures 141 -- Rajat K. Dhawan, Ramesh Mangaleswaran, Asutosh Padhi, Shirish Sankhe, Karsten -- Schween, and Paresh Vaish, The Asian Difference in B2B 160 -- David Ernst and Andrew M.J. Steinhubl, Alliances in Upstream Oil and Gas 169 -- PART THREE MARKETING MIX 181 -- Glenn Rifkin, Mach 3: Anatomy of Gillette's Latest Global Launch 183 -- Dana J. Alden, Jan-Benedict E.M. Steenkamp, and Rajeev Batra, Brand Positioning -- Through Advertising in Asia, North America, and Europe: The Role of Global Consumer -- Culture 193 -- Michael R. Czinkota and Masaaki Kotabe, Entering the Japanese Market 216 -- Vijay Govindarajan and Anil K. Gupta, Taking Wal-Mart Global: Lessons from Retail- -- ings Giant 228 -- Barbara Stittinger, Strategic Export Pricing: A Long and Winding Road 239 -- Johan Ahlberg, Nicklas Garemo, and Thomas Naucler, The Euro: How to Keep Your -- Prices Up and Your Competitors Down 261 -- Stephen J. Gould, Dawn B. Lerman, and Andreas F. Grein, Agency Perceptions and -- Practices on Global IMC 267 -- Earl D. Honeycutt, Jr., John B. Ford, Robert A. Lupton, and Theresa B. Flaherty, -- Selecting and Training the International Sales Force: Comparison of China and -- Slovakia 289 -- PART FOUR MARKETING PERFORMANCE -- AND EVALUATION 301 -- Michael Harvey and Milorad M. Novicevic, Staffing Global Marketing Positions: What -- We Don't Know Can Make a Difference 303 -- Karl Moore and Julian Birkinshaw, Managing Knowledge in Global Service Firms: Centers -- ofExcellence 318 -- Bernd Stauss and Paul Mang, "Culture Shocks"in Inter-Cultural Service Encounters 337 -- Sharon O'Donnell and Insik Jeong, Marketing Standardization within Global Industries: -- An Empirical Study of Peformance Implications 358 -- CREDITS 374 -- INDEX 375.
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Item type Current location Home library Call number Status Date due Barcode Item holds
BOOK BOOK COLLEGE LIBRARY
COLLEGE LIBRARY
SUBJECT REFERENCE 		658.848 R669 2002 (Browse shelf) Available CITU-CL-27033
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Includes bibliographical references and index.

Machine generated contents note: I -- I -- PART ONE ENVIRONMENTS AND MARKETS 27 -- C. Samuel Craig and Susan P Douglas, Conducting International Marketing Research in -- the Twenty-First Century 29 -- Swee Hoon Ang, Siew Meng Leong, and Philip Kotler, The Asian Apocalypse: Crisis -- Marketing for Consumers and Businesses 40 -- Ilkka A. Ronkainen and Jose-Luis Guerrero-Cusumano, Correlates of Intellectual Prop- -- erty Violation 61 -- Michael R. Czinkota, The Policy Gap in International Marketing 70 -- Roland Calori, Tugrul Atamer, and Pancho Nunes, International Competition in Mixed -- Industries 81 -- David Coen, The Impact of U.S. Lobbying Practice on the European Business-Govern- -- rnent Relationship 105 -- Edward Tse, Chinese Consumer Market: The Right Way to Achieve Profitable Growth 123 -- PART TWO MARKET ENTRY AND -- DEVELOPMENT 139 -- Mark Peterson and Naresh Malhotra, Country Segmentation Based on Objective Quality- -- of-Life Measures 141 -- Rajat K. Dhawan, Ramesh Mangaleswaran, Asutosh Padhi, Shirish Sankhe, Karsten -- Schween, and Paresh Vaish, The Asian Difference in B2B 160 -- David Ernst and Andrew M.J. Steinhubl, Alliances in Upstream Oil and Gas 169 -- PART THREE MARKETING MIX 181 -- Glenn Rifkin, Mach 3: Anatomy of Gillette's Latest Global Launch 183 -- Dana J. Alden, Jan-Benedict E.M. Steenkamp, and Rajeev Batra, Brand Positioning -- Through Advertising in Asia, North America, and Europe: The Role of Global Consumer -- Culture 193 -- Michael R. Czinkota and Masaaki Kotabe, Entering the Japanese Market 216 -- Vijay Govindarajan and Anil K. Gupta, Taking Wal-Mart Global: Lessons from Retail- -- ings Giant 228 -- Barbara Stittinger, Strategic Export Pricing: A Long and Winding Road 239 -- Johan Ahlberg, Nicklas Garemo, and Thomas Naucler, The Euro: How to Keep Your -- Prices Up and Your Competitors Down 261 -- Stephen J. Gould, Dawn B. Lerman, and Andreas F. Grein, Agency Perceptions and -- Practices on Global IMC 267 -- Earl D. Honeycutt, Jr., John B. Ford, Robert A. Lupton, and Theresa B. Flaherty, -- Selecting and Training the International Sales Force: Comparison of China and -- Slovakia 289 -- PART FOUR MARKETING PERFORMANCE -- AND EVALUATION 301 -- Michael Harvey and Milorad M. Novicevic, Staffing Global Marketing Positions: What -- We Don't Know Can Make a Difference 303 -- Karl Moore and Julian Birkinshaw, Managing Knowledge in Global Service Firms: Centers -- ofExcellence 318 -- Bernd Stauss and Paul Mang, "Culture Shocks"in Inter-Cultural Service Encounters 337 -- Sharon O'Donnell and Insik Jeong, Marketing Standardization within Global Industries: -- An Empirical Study of Peformance Implications 358 -- CREDITS 374 -- INDEX 375.

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