Product Details: Global Marketing Imperative
| Contribution by: | Ilkka A. Ronkainen, John J. Tarrant, Michael R. Czinkota |
| Format: | Hardcover |
| Publisher: | (02/01/1995) |
| ISBN: | 0844235504 |
| ISBN13: | 9780844235509 |
| Reading Level: |
Publisher Notes: Global Marketing Imperative
1 The Global Imperative - The World Is Your Marketplace 1 2 Familiarity Breeds Success - International Research: The Broad-Brush Approach 15 3 The Closer, the Better - In-Depth International Research 43 4 Taking Your First Steps - Finding Local Guides and Shipping the Goods 63 5 Presence Without Proprietorship - Easing into the Market through Licensing and Franchising 89 6 The Art of Negotiation - Global Style 107 7 What If the Shoe Doesn't Fit - Adapting Products for International Markets 117 8 What Price the World? - Global Pricing Strategy 133 9 The Payoff - Establishing Terms of Payment 147 10 Tapping Into Public Financing - Commercial Loans and Lines of Credit 161 11 Countertrade - The Old Barter System Takes on New Life 175 12 Betting on the Winners - Foreign Direct Investment, Joint Ventures, and Management Contracts 191 13 Who's at the Wheel? - Controlling Foreign Operations 207 14 Getting the Word Out - Global Promotional Strategies, Policies, and Ploys 237 15 Remarkable, Risky, and Rewarding - Global Marketing into the 21st Century 265 App. 1. Sources 279 App. 2. Sample Contracts 285 Index 301
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