The Essence of Small Business
2nd Edition
Published on 28. January 1998
Book
Paperback/Softback
192 pages
978-0-13-748641-0 (ISBN)
Description
The primary role of marketing managemernt, in any firm, is to evaluate the firm's competitiveness, then to design and execute effective marketing programmes. This book's practical approach helps the reader to analyse, select and evaluate appropriate conceptional frameworks for management decisions in the context of the international marketing process.
More details
Edition
2nd edition
Language
English
Place of publication
Boston
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 235 mm
Width: 156 mm
Thickness: 12 mm
Weight
300 gr
ISBN-13
978-0-13-748641-0 (9780137486410)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Previous edition
Colin Barrow
The Essence of Small Business
Book
10/1992
Prentice-Hall
€16.06
Article exhausted; check for reprint
Content
Preface.
PART I: THE DECISION WHETHER TO INTERNATIONALIZE.
1. International Marketing in the Firm - SMEs versus LSEs.
2. Initiation of Internationalization.
3. Export Behaviour Theories.
4. Development of the Firm's International Competitiveness.
PART II: DECIDING WHICH MARKETS TO ENTER.
5. The International Market Selection (IMS) Process.
6. The International Environment.
PART III: DECIDING HOW TO ENTER FOREIGN MARKETS (MARKET ENTRY STRATEGIES).
7. Some Approaches to the Choice of Entry Modes.
8. Export Mode.
9. Intermediate Entry Modes (Contractual Entry Modes).
10. Hierarchical Modes.
11. International Sourcing Decisions and the Role of the Subsupplier.
PART IV: DESIGNING THE INTERNATIONAL MARKETING PROGRAMME PRODUCT DECISIONS.
12. Pricing Decisions in Terms of Doing Business.
13. Distribution Decisions.
14. Communication Decisions (Promotion Strategies).
PART V: IMPLEMENTING AND CO-ORDINATING THE INTERNATIONAL MARKETING PROGRAMME.
15. International Sales Negotiations.
16. Organization and Control of the International Marketing Programme.
Appendix.
Glossary.
PART I: THE DECISION WHETHER TO INTERNATIONALIZE.
1. International Marketing in the Firm - SMEs versus LSEs.
2. Initiation of Internationalization.
3. Export Behaviour Theories.
4. Development of the Firm's International Competitiveness.
PART II: DECIDING WHICH MARKETS TO ENTER.
5. The International Market Selection (IMS) Process.
6. The International Environment.
PART III: DECIDING HOW TO ENTER FOREIGN MARKETS (MARKET ENTRY STRATEGIES).
7. Some Approaches to the Choice of Entry Modes.
8. Export Mode.
9. Intermediate Entry Modes (Contractual Entry Modes).
10. Hierarchical Modes.
11. International Sourcing Decisions and the Role of the Subsupplier.
PART IV: DESIGNING THE INTERNATIONAL MARKETING PROGRAMME PRODUCT DECISIONS.
12. Pricing Decisions in Terms of Doing Business.
13. Distribution Decisions.
14. Communication Decisions (Promotion Strategies).
PART V: IMPLEMENTING AND CO-ORDINATING THE INTERNATIONAL MARKETING PROGRAMME.
15. International Sales Negotiations.
16. Organization and Control of the International Marketing Programme.
Appendix.
Glossary.