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Strategic International Marketing

  • Book
  • © 1990

Overview

Authors:
  1. Hans Günther Meissner

    1. Lehrstuhl für Marketing, Universität Dortmund, Dortmund 50, Germany

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Table of contents (9 chapters)

  1. Front Matter

    Pages I-XI
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  2. Developments towards Strategic International Marketing

    • Hans Günther Meissner
    Pages 1-10

  3. The Dynamics of the World Economy

    • Hans Günther Meissner
    Pages 11-25

  4. The Structure of the International Environment of Companies

    • Hans Günther Meissner
    Pages 26-42

  5. The Foreign Activities of Companies

    • Hans Günther Meissner
    Pages 43-61

  6. Concepts of Marketing in Foreign Trade

    • Hans Günther Meissner
    Pages 62-74

  7. International Strategic Marketing

    • Hans Günther Meissner
    Pages 75-90

  8. The Informational Bases of Strategic International Marketing

    • Hans Günther Meissner
    Pages 91-103

  9. Methods of Strategic International Marketing

    • Hans Günther Meissner
    Pages 104-141

  10. Strategic Global Marketing

    • Hans Günther Meissner
    Pages 142-165

  11. Back Matter

    Pages 166-178
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Keywords

About this book

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.

Authors and Affiliations

  • Lehrstuhl für Marketing, Universität Dortmund, Dortmund 50, Germany

    Hans Günther Meissner

Bibliographic Information

  • Book Title: Strategic International Marketing

  • Authors: Hans Günther Meissner

  • DOI: https://doi.org/10.1007/978-3-642-75477-7

  • Publisher: Springer Berlin, Heidelberg

  • eBook Packages: Springer Book Archive

  • Copyright Information: Springer-Verlag Berlin · Heidelberg 1990

  • Softcover ISBN: 978-3-642-75479-1Published: 06 December 2011

  • eBook ISBN: 978-3-642-75477-7Published: 06 December 2012

  • Edition Number: 1

  • Number of Pages: XI, 178

  • Number of Illustrations: 5 b/w illustrations

  • Topics: Marketing

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