04847nam 2200541 450 991081473850332120230803213813.081-224-4204-881-224-3729-X(CKB)3710000000510839(EBL)1707277(MiAaPQ)EBC1707277(Au-PeEL)EBL1707277(OCoLC)930451401(EXLCZ)99371000000051083920220517d2014 uy 0engur|n|---|||||txtrdacontentcrdamediacrrdacarrierTransnational marketing strategy /Biswajit Das, Ipseeta Satpathy and Sanjay Sharan1st ed.New Delhi, India :New Age International,[2014]©20141 online resource (291 p.)Includes index.81-224-3590-4 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 DiscussionChapter 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 PotentialTransnational 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 DiscussionChapter 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 ; ConclusionSummary 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 ; ControlMarket OrientationThis 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 includesExport marketingExport marketing.658.84Das Biswajit1964-1615232Satpathy IpseetaSharan SanjayMiAaPQMiAaPQMiAaPQBOOK9910814738503321Transnational marketing strategy3945339UNINA