Strategic Global Marketing: Issues and Trends

by Kaynak; Erdener

• ISBN13: 9780789020161
• ISBN10: 0789020165
• Edition: 1st
• Format: Hardcover
• Copyright: 2003-05-09
• Publisher: Routledge

Summary

Learn to select appropriate strategic tools and measure the competitiveness of international firms! This essential text addresses important strategic marketing issues and questions in a unique and insightful way. Strategic Global Marketing: Issues and Trends takes on the standardization vs. adaptation issue and will familiarize you with important topics, including customer value measurement in highly competitive industries; factors influencing export attitudes; qualities necessary for successful international business conduct; distribution channels behavior and regional differences in the way these channels function; and more! Handy charts, tables, and figures make the information easy to access and understand. In Strategic Global Marketing: Issues and Trends, authors from Israel, the United States, India, Hong Kong, and New Zealand examine the usefulness of comparative studies of dominant cultural values in successful international strategy development as well as other specific facets of international marketing strategy, such as: technometrics--a benchmarked approach to compare competing brands on a set of attributes the attitudes of Taiwanese executives regarding exporting and international conduct the cultural values that must be taken into account to produce effective print advertisements in the United States and India the marketing roles and functions undertaken by Chinese wholesalers--and the functions they are still reluctant to perform a meta-analysis-tested model of the relationship between export performance and the degree of standardization of international marketing strategy used by the exporter the effectiveness of policies put in place by leaders of United States cities in their efforts to promote exports

Author Biography

Erdener Kaynak, PhD, DSc, is currently Professor of Marketing and Chair of the Department of Marketing at the School of Business Administration of The Pennsylvania State University at Harrisburg

Table of Contents

Preface	xi
Technometric Benchmarking: Identifying Sources of Superior Customer Value	1	(26)
Aviv Shoham
Shlomo Maital
Hariolf Grupp
Sharon Lifshitz
Export Attitudes of Taiwanese Executives	27	(20)
Abbas J. Ali
Mona Lee
Robert C. Camp
Dominant Cultural Values: Content Analysis of the U.S. and Indian Print Advertisements	47	(24)
Durriya H. Z. Khairullah
Zahid Y. Khairullah
Characteristics of Chinese Wholesalers' Marketing Behavior: A Functional Approach	71	(26)
Sherriff T. K. Luk
Esther L. Y. Li
Wanchun Ye
Yinzhau Xu
Standardization of International Strategy and Export Performance: A Meta-Analysis	97	(24)
Aviv Shoham
The Effectiveness of Investment and Trade Promotion in American Cities	121	(20)
Timothy J. Wilkinson
Lance Eliot Brouthers
Ray Rody
An Empirical Investigation of Marketing Programme and Process Elements in the Home-Host Scenario	141	(46)
Henry F. L. Chung
Elements of Standardization, Firm Performance and Selected Marketing Variables: A General Linear Relationship Framework	187	(20)
A. N. M. Waheeduzzaman
Leon F. Dube
High Performance Firms in a Complex New China: A Tale of Six Cities	207	(24)
Rohit Deshpande
John U. Farley
Index	231