Transnational Marketing Strategy [[electronic resource]]

• Record Nr.: UNINA9910461031103321
• Autore: Das Biswajit
• Pubbl/distr/stampa: New Age International Pvt. Ltd., Publishers, 2014
• ISBN: 81-224-4204-8; 81-224-3729-X
• Edizione: [1st ed.]
• Descrizione fisica: 1 online resource (291 p.)
• Altri autori (Persone): SatpathyIpseeta; SharanSanjay
• Soggetti: Electronic books.
• Lingua di pubblicazione: Inglese
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Note generali: Description based upon print version of record.
• Nota di contenuto: Cover ; Preface ; Acknowledgements ; Contents ; Chapter 1: Transnational Marketing Strategy ; Learning Objectives ; Prelude ; Management Orientation and Beliefs ; Summary of the Four Orientations ; Driving and Restraining Forces AffectingTransnational Integration and Marketing ; Driving Forces of Transnationalization ; Trends of Changes in the World Economy ; Leveraging Mechanism of TransnationalCompanies ; What are Transnational/Global Corporations? ; Restraining Forces ; Summary ; Case Study ; Questions for Discussion; Chapter 2: Transnational and Domestic Marketing, Transnational Strategy Management and Domestic Marketing Management Learning Objectives ; Transnational Strategic Marketing (TSM) and Domestic Marketing Management (DMM) ; Marketing Management and Strategic Marketing ; Strategic Market Plan and Marketing Plan ; Marketing Strategy ; Transnational Marketing ; Conclusive Ideas ; Summary ; Questions for discussion ; Chapter 3: Mapping and MobilizingTransnational Market ; Learning Objectives ; Introduction ; Measuring Transnational Market Potential; Transnational Product-Market Strategy: The Process Market Boundaries-the Definition ; Transnational Distribution Channels ; Conclusion ; Summary ; Questions for discussion ; Chapter 4: Macro Aspects of Strategic Thrust on Transnational Marketing ; Learning Objectives ; Strategic Thrusts in Transnational Marketing: Facets ; Transnational Strategic Thrust Areas: An Approach ; Defending Relative ; Market Position ; Governmental Barriers and Constrains on Transnational Growth ; Rating the Marketing Efectiveness of Transnational Companies ; Summary ; Questions for Discussion; Chapter 5: Maxi-transnational Marketing(MTM): A Model Approach Learning objectives ; Maxi-Transnational Marketing (MTM) ; Summary ; Questions for Discussion ; Chapter 6: Maxi-transnational Promotion and Psychosomatic Customer Access ; Learning objective ; Maximized Accountability ; Maximized Awareness ; Conclusion ; Summary ; Questions for Discusion ; Chapter 7: Planning for Transnational Marketing ; Learning Objectives ; Introduction: The Approach ; Political Risk ; Guidelines for a Transnational Investment Strategy ; Policies for Product Development and Diversification ; Conclusion; Summary Questions for Discussions ; Chapter 8: Integrated Market Planning and Analysis ; Learning Objectives ; Exports Marketing ; The Sale of Knowledge ; Planning for Foreign Investment ; Pattern of Most Joint Ventures ; The Strategic Subsidiary and the Regional Centre ; Conclusion ; Organizational Planning for the Transnational Company ; Future Directions ; Summary ; Question for Discussion ; Chapter 9: Winning Transnational Marketing-A Survey Approach ; Learning Objectives ; How to Keep on Winning in Marketing ; Attitude Towards Winning in Transnational Marketing ; Control; Market Orientation
• Sommario/riassunto: This unique book is creatively designed to cater to the management students, scholars and professionals for their understanding of the worldview in the market places. It essentially discerns the disparity between transnational market and domestic market; in the spectacle of business formulations. The book vividly explains the export strategy and import policy in a broader vista. It includes subjects like international services, contracts and agreements for commissioning, 100% export oriented schemes, export processing zones and exports free replacement during warranty. Additionally includes