International Marketing in Europe
| Dane szczegółowe: | |
| Wydawca: | Akademii Ekonomicznej w Katowicach |
| Format: | |
| Ilość stron: | 237 s. |
| Zabezpieczenie: | plik z zabezpieczeniem watermark |
| EAN: | 9788372467546 |
| Data: | 2025-02-04 |
Opis e-booka:
The aim of this book is to provide basic knowledge on international marketing in the European market. It is targeted at students of management, international business and international economic relations, but may also be appreciated by practitioners undertaking activities in the EU market. The handbook contains basic terms and concepts related to international marketing and explains the scope of their use. It presents the diversity of European countries, important from a marketing point of view, and major marketing strategies and tools used by contemporary companies in this market. The considerations are illustrated with mini-cases which help to understand how marketing activities may contribute to a company’s success or failure in the European market. The study also includes a chapter on marketing research into the European markets and an Appendix where sources of data indispensable for such research can be found.
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Spis treści:
Chapter 1 The European perspective in international marketing 9
Internationalisation of firms and markets 10
International marketing concepts and orientations 14
European integration and international marketing concept 17
Chapter 2 The dynamics of European marketing environment 27
Political, legal, and regulatory environment 28
Economic and demographic environment 35
Social and cultural environment 45
Chapter 3 Researching European markets 59
The marketing research process and its international dimension 60
Information needs in various stages of international involvement 66
Methodological considerations in researching European markets 68
Current trends in data collection in Europe 75
Chapter 4 Segmentation, targeting, and positioning for the European markets 81
European markets segmentation 82
Assessing market potential and selecting target markets 90
Target market strategy options for European markets 93
Types of positioning in European markets 94
Chapter 5 Market entry strategies for European markets 101
General approach to market entry strategy choice 102
Market entry modes 104
Exporting as a foreign market entry strategy 105
Contractual entry modes 107
Foreign direct investments 114
Chapter 6 European product and brand decisions 125
Product decisions in the international market 126
Types of goods in the international market 128
Product life cycle in European markets 130
International product strategies for the European market 134
Branding strategies in European markets 138
Brand protection in European markets 144
Chapter 7 Services marketing in European markets 149
The nature of services and their classification 150
Internationalisation of services in European markets 154
Internationalisation and market entry modes of service firms 158
International marketing strategies for services in Europe 163
Chapter 8 Pricing decisions for European markets 171
Factors influencing pricing decisions in European markets 172
International pricing strategy and policy 173
Export price calculation and its escalation 177
Price standardisation versus differentiation in European markets 182
Specific issues in European cross-border pricing 185
Charter 9 Managing European distribution 191
External determinants of distribution strategies in European markets 192
Structure of distribution channels in Europe 196
Managing and controlling distribution channels 203
Physical distribution in European market 207
Chapter 10 Marketing communication in European markets 211
Factors influencing marketing communication in European markets 212
Standardisation versus differentiation in marketing communication 219
Marketing communication tools in European markets 223
European media for marketing communication 227
Appendix 233