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Strategic International Marketing

  • Hans Günther Meissner

Table of contents

  1. Front Matter
    Pages I-XI
  2. Hans Günther Meissner
    Pages 1-10
  3. Hans Günther Meissner
    Pages 11-25
  4. Hans Günther Meissner
    Pages 43-61
  5. Hans Günther Meissner
    Pages 62-74
  6. Hans Günther Meissner
    Pages 75-90
  7. Hans Günther Meissner
    Pages 104-141
  8. Hans Günther Meissner
    Pages 142-165
  9. Back Matter
    Pages 166-178

About this book

Introduction

International marketing strategies are an essential part of the growing process of internationalization of markets and companies. This process creates a new pattern of risks and chances for companies and requires a long-term and systematic approach to world markets. At the same time, the rise of buyers' markets and market saturation in important market segments in most industrial countries is creating an increasingly marketing orientation in many companies. This book presents the concepts and implementation strategies needed to pursue international marketing. The perspectives and possibilities as well as the instruments of strategic international marketing are displayed against an empirical background drawn from the experience both of German companies and of internationally operating companies in other countries, especially the EC, the USA and Japan.

Keywords

Internationales Marketing Japan Strategisches Marketing USA communication design international marketing internationalization marketing product life-cycle rating strategic marketing

Authors and affiliations

  • Hans Günther Meissner
    • 1
  1. 1.Lehrstuhl für MarketingUniversität DortmundDortmund 50Germany

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-642-75477-7
  • Copyright Information Springer-Verlag Berlin Heidelberg 1990
  • Publisher Name Springer, Berlin, Heidelberg
  • eBook Packages Springer Book Archive
  • Print ISBN 978-3-642-75479-1
  • Online ISBN 978-3-642-75477-7
  • Buy this book on publisher's site