International Marketing and Export Management pdf epub mobi txt 电子书 下载 2024


International Marketing and Export Management

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发表于2024-11-07

International Marketing and Export Management epub 下载 mobi 下载 pdf 下载 txt 电子书 下载 2024

International Marketing and Export Management epub 下载 mobi 下载 pdf 下载 txt 电子书 下载 2024

International Marketing and Export Management pdf epub mobi txt 电子书 下载 2024



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PREFACE<br >Aims and objectives<br > Books on the broad topics of international marketing and international business manage-<br > ment strategy continue to be published each year. In many parts of the world this<br > development has paralleled the changing attitudes of business firms about the importance<br > of having an international perspective in their business operations. This only reinforces<br > what companies in other countries have been doing for many years. Internationalization<br > of business firms is fashionable both for practitioners and for academics at university<br > and non-university institutions. Thus, it is not surprising that books on international<br > marketing/business management appear more or less regularly.<br > Many of the books are oriented toward managing multinational (or global) com-<br > panies, which tend to be rather large. In terms of numbers of companies doing some<br > type of international business, however, small- and medium-sized companies are most<br > prevalent. Most of these companies may never diversify their international operations and<br > grow to the size where being a multinational (or global) company is desirable or even<br > feasible. The major international activity of most small- and medium-sized companies<br > is exporting. Even large multinational ftrms with global operations are involved in exten-<br > sive exporting.<br > International marketing and international business management strategy books<br > devote little space to the subject of export management, most often only a chapter. In<br > addition, there has been little written in recent years that is devoted entirely to export<br > management. This new edition of International Marketing and Export Management con-<br > tinues the first edition s objective of filling this void. Moreover, we view export as<br > involving marketing processes and activities. This is the central theme of the book. The<br > book, however, is not a how to treatment of the procedural aspect of exporting. It<br > is oriented toward understanding the management of export operations and decision-<br > making. Necessarily, a certain amount of description must be included. But we continue<br > approaching the material from the perspective of the process by which a company can<br > creatively adapt to the international environment. To enhance the discussion of each<br > topic, case studies are provided at the end of most chapters. We have retained some of<br > the cases from the first edition and added newer ones where needed. Also, we have added<br > a small number of longer cases, providing the opportunity for more in-depth analysis.<br > The experiences of these companies illustrate points made in the text and provide a vehicle<br > for (1) integrating material from throughout the book and (2) making decisions. The<br > book is relevant to any exporting company.<br > This edition of International Marketing and Export Management has some notable<br > changes. First, the book has been thoroughly rewritten and updated with events that<br > have occurred in the international environment during the past few years. Second, three<br > new chapters have been written to address concerns of prior users and to make the book<br > more complete as an international marketing book. We have not changed our orientation<br > toward export. The material on international market(ing) research has been expanded<br > and presented as a separate chapter (Chapter 5). Material on non-export entry modes<br >

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