International Marketing and Export Management (4th Edition)

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9780273655213: International Marketing and Export Management (4th Edition)

This fourth edition of International Marketing and Export Management has been written in response to the rapid changes occurring in international marketing and the growth in importance of international markets to companies of all sizes. The key factors driving change, including major technological advances and lowered costs in communications, the emergence of e-commerce, improvements in transportation and logistics, continued lowering of barriers to trade and investment, the growth of international alliances and the increasing globalization of business are examined. International Marketing and Export Management 4th edition is focused primarily on the marketing decisions and management processes involved in developing export and other international marketing operations. Whilst, the exporting focus remains for this fourth edition, more extensive material on other forms of entry and methods for evaluating market entry strategy is provided. Key procedural aspects and activities required in marketing are covered from the perspective of how a company can creatively adapt to the international environments within which it can operate. Key Features *Unique emphasis on exporting *Role of the

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About the Author:

Gerald Albaum is Visiting Scholar at the Robert O. Anderson Schools of Management, University of New Mexico and Professor Emeritus of Marketing at University of Oregon, USA. He is also Senior Research Fellow at the IC2 Institute, University of Texas, Austin, USA. He has been a visiting professor and scholar at universities in Canada, Denmark, New Zealand, Australia, Turkey, France, Finland and Hong Kong.

Edwin Duerr is a Professor of International Business at San Francisco State University, USA. He has also taught in Japan, Brazil, Germany, Denmark, Sweden and the Netherlands. He is Chairman of the Board of Advisers of the Korean Business Studies Association and Senior Editor of the Journal of International Business and Economy.

Jesper Strandskov is a Professor of International Business at Aarhus School of Business, Denmark. He has been visiting professor at universities in USA and Australia. He also acts as an international business consultant to several business companies and public institutions.

Excerpt. Reprinted by permission. All rights reserved.:

Addressing the changes in international marketing

The rapid changes occurring in international marketing, and the growing importance of international markets to companies of all sizes, have made this revision of International Marketing and Export Management necessary. Key factors driving change include major technological advances and lowered costs in communications, the emergence of e-commerce, improvements in transportation and logistics, continued lowering of barriers to trade and investment, the growth of international strategic alliances, and the increasing globalization of business. Concurrently, there has been increasing scrutiny of business behavior by customers, the public, and governmental agencies. These pressures have made ethics, social responsibility, public, policy, and company responses an essential concern.

All of these changes, and particularly the emergence of e-commerce, have opened new opportunities for businesses ranging from one-person operations to corporate giants. With a viable product or service, the smallest business can now find potential customers and means of distribution across the globe. This has also resulted in new entrants creating increased competition in all marketplaces. E-commerce has had the added impact of furthering the globalization of business, especially for smaller and medium-sized companies. Aims and objectives

The basic aims and objectives of this fourth edition remain the same as those of the previous editions: (1) to provide a text in international marketing that will be as applicable and valuable for small and medium-sized enterprises as it is for large international corporations; (2) to provide an emphasis on exporting that is appropriate given its position as the major international activity of most small and medium-size businesses and its extensive use by virtually all global companies; and (3) to provide coverage of the non-export modes of market penetration used by both expanding smaller-sized companies and corporate giants as a part of their overall international marketing strategy and channel management.

These emphases are a reflection of both the international marketing environment and the authors' view of exporting. In terms of the numbers of companies doing some type of international business, small and medium-sized companies are most prevalent. Most of these companies never diversify and grow to the size where being a multinational (or global) company is desirable or even feasible. The major activity of most small and medium-size companies is exporting. It is in this area that the transition from domestic to international marketing usually occurs, and in which knowledge of international dimensions of marketing is of critical importance. For the increasing number of enterprises that do expand into other methods of market entry, exporting typically remains a major activity. Even the largest multinational firms with global operations are involved in extensive exporting.

This book is focused primarily on the marketing decisions and management processes involved in developing export operations. The key procedural aspects and activities required in exporting, which the manager must know, are covered. Necessarily, a certain amount of descriptive material must be included. This is not, however, a `how to' treatment of technical details. As in previous editions, the emphasis remains on exporting as a marketing activity.

From a marketing perspective, the ideas underlying international market selection, information development, product development and strategy, pricing, and promotion are often the same whether the mode of entry is export or non-export. Thus, export marketing and international marketing as a whole converge from both an educational and an operational/practice perspective.

As in previous editions, we approach the material from the perspective of the process by which a company—from any country—can creatively adapt to the international environments within which it can operate. To enhance the discussion of each topic, case studies are provided at the end of each chapter. We have added a number of new cases to provide coverage of emerging areas of opportunity and concern, such as e-commerce, changing strategies for market entry and development, and social responsibility. Some of the cases from the previous edition have been retained, and updated where appropriate. Most of the cases—with the exception of some of the longer ones—have been written expressly for this book. The experiences of the companies covered in the cases illustrate issues covered in the text and provide a vehicle for (a) integrating material from throughout the book and (b) illustrating key elements and concerns in making decisions.

This edition of International Marketing and Export Management has been rewritten and updated to cover the events and changes that have occurred since the third edition was published. Both increasing opportunities and challenges are addressed. While the exporting focus remains, more extensive material on other forms of entry and methods for evaluating market entry strategy is provided so that decisions can be made regarding economical and effective entry mode selection. As in previous editions, we continue to link the various topics to strategy. Such a link requires that attention be given to international marketing planning. This edition expands our discussion of this all-important topic. Readership

International Marketing and Export Management has been written for any person wanting to acquire or increase their knowledge about international and export marketing. First, it is designed to be used as a text for university undergraduate or master's level courses in export management or international marketing. The various elements of the marketing mix, including all types of entry modes and channels, are covered.

A second audience is in management education and other tertiary nonuniversity programmes. The book is well suited to courses that cover export management and/or international marketing. However, it must be remembered that this is not a manual of the procedural aspects of exporting.

A final audience is the export/international marketing practitioner. There are fresh insights provided at various points throughout, which even the experienced exporter may find useful.

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Gerald Albaum; Jesper Strandskov; Edwin Duerr
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