International Marketing Management

Strategies, Concepts and Cases in Europe
1. Auflage 2011
ISBN: 978-3-486-59749-3
Verlag: De Gruyter

Buch, Englisch, 325 Seiten, HC runder Rücken kaschiert, Format (B × H): 175 mm x 246 mm, Gewicht: 757 g

In recent decades, against the background of integrated global trade patterns, the complexity of international marketing and management has increased enormously. Accordingly, the momentum of business opportunities and challenges has accelerated, and a firm has to continuously evaluate its market environment in order to make adjustments that reflect the firm’s individual strengths and weaknesses. This book takes as its perspective that the customer undoubtedly is positioned in the center of the firm’s overall management activities. True understanding of the customer requires efficient marketing research about the firm’s international business environment. As discussed in the first chapters of the book, the firm’s business success depends in part on its ethical standards; thus awareness of its environmental and social responsibility is required. The following chapters concentrate on various aspects of culturally biased customer behavior and how the firm ensures sensitivity when planning and selecting its marketing strategies. The most efficient techniques of international market segmentation, targeting, and strategic competitive positioning are introduced. Furthermore, concepts of consumer loyalty programs and their implementation in diversified international markets are presented. An important part is dedicated to describing suitable mixes of marketing policies for firms operating in culturally heterogeneous international markets. Finally, forecasting changes in consumer behavior as a tool of planning international marketing activities is taken into consideration. Marketing control mechanisms that seek to increase efficiency of selected marketing activities further contribute to the valuable insights of this publication. Overall, the authors' intention is to combine the newest theoretical concepts with pragmatic decisions made by firms. The book is particularly suitable for undergraduate and graduate students taking courses in international marketing, strategic and cultural management. Executives and practitioners involved in business can take fundamental and updated knowledge from this publication, which hopefully will improve their competitive positions against their rivals in the global arena.

Zielgruppe

The book is particularly suitable for undergraduate and graduate students taking courses in international marketing, strategic and cultural management. Executives and practitioners involved in business can take fundamental and updated knowledge from this publication, which hopefully will improve their competitive positions against their rivals in the global arena.

Autoren/Hrsg.

Smyczek, Slawomir

Glowik, Mario

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Management Internationales Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Über Autor(innen)

Smyczek, Slawomir
Slawomir Smyczek, is Professor at the University of Economics in Katowice (Poland) where he earned his Ph.D. In 2010, the Polish Prime Minister awarded his habilitation thesis as the best in the field of economy. Dr. Smyczek has written and published over 90 articles on the subject of international consumer behavior and financial services marketing, and is also author and co-author of monograph such as; Consumer Behavior on Banking Market (2000), Consumer Loyalty on Market (2001), Financial Services Marketing (2005), Models of Consumer Behavior on Financial Services Market (2007). Dr. Smyczek teaches graduate and postgraduate courses in consumer behavior and marketing at different universities around the world, as for example, the Universite Pierre Mendes in Grenoble (France) and the Universite de Haute-Alsace (France), the Universita di Trento (Italy), the Universidade de Grenada (Spain), the Rejkiavik University (Iceland), the Kainan University (Taiwan), and the Universidade de Ibaque (Colombia). He also serves as a consultant for institutions and enterprises involved in international business.

Glowik, Mario
Mario Glowik holds a Doctorate in Business Administration from the Freie Universität Berlin, Germany. In 2011 he successfully completed his habilitation (post-doctoral qualification) at the Vienna University of Economics and Business, Austria. His academic experience includes teaching undergraduate and graduate courses in universities in Germany, Austria, Poland, and France. His research deals with issues related to internationalization, strategic management, and marketing, with a particular focus on Asian management characteristics. Before he was appointed a professor, he served more than eight years as a product and marketing manager in the consumer electronics industry at several locations around the globe.

Mario Glowik holds a Doctorate in Business Administration from the Freie Universität Berlin, Germany. In 2011 he successfully completed his habilitation (post-doctoral qualification) at the Vienna University of Economics and Business, Austria. His academic experience includes teaching undergraduate and graduate courses in universities in Germany, Austria, Poland, and France. His research deals with issues related to internationalization, strategic management, and marketing, with a particular focus on Asian management characteristics. Before he was appointed a professor, he served more than eight years as a product and marketing manager in the consumer electronics industry at several locations around the globe.

Slawomir Smyczek, is Professor at the University of Economics in Katowice (Poland) where he earned his Ph.D. In 2010, the Polish Prime Minister awarded his habilitation thesis as the best in the field of economy. Dr. Smyczek has written and published over 90 articles on the subject of international consumer behavior and financial services marketing, and is also author and co-author of monograph such as; Consumer Behavior on Banking Market (2000), Consumer Loyalty on Market (2001), Financial Services Marketing (2005), Models of Consumer Behavior on Financial Services Market (2007). Dr. Smyczek teaches graduate and postgraduate courses in consumer behavior and marketing at different universities around the world, as for example, the Universite Pierre Mendes in Grenoble (France) and the Universite de Haute-Alsace (France), the Universita di Trento (Italy), the Universidade de Grenada (Spain), the Rejkiavik University (Iceland), the Kainan University (Taiwan), and the Universidade de Ibaque (Colombia). He also serves as a consultant for institutions and enterprises involved in international business.