Transnational marketing strategy /Biswajit Das, Ipseeta Satpathy, Sanjay Sharan.
Das, Biswajit,
Transnational marketing strategy /Biswajit Das, Ipseeta Satpathy, Sanjay Sharan. - New Delhi : New Age Management, an imprint of New Age International (P) Limited, Publishers, (c)2014. - 1 online resource
Includes bibliographies and index.
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 -- Innovation -- Directed R&D -- The Role of the Chief Executive -- Points to Watch -- Summary -- QUestions for Discussion -- Chapter 10: Some Do's and Don'ts in Transnational Marketing -- Learning Objectives -- Some Do's -- Some Don'ts -- Summary -- Questions for Discussion -- Additional Questions -- Index.
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.
9788122437294 812243729X 9788122442045 8122442048
Export marketing.
Electronic Books.
HF1416 / .T736 2014
Transnational marketing strategy /Biswajit Das, Ipseeta Satpathy, Sanjay Sharan. - New Delhi : New Age Management, an imprint of New Age International (P) Limited, Publishers, (c)2014. - 1 online resource
Includes bibliographies and index.
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 -- Innovation -- Directed R&D -- The Role of the Chief Executive -- Points to Watch -- Summary -- QUestions for Discussion -- Chapter 10: Some Do's and Don'ts in Transnational Marketing -- Learning Objectives -- Some Do's -- Some Don'ts -- Summary -- Questions for Discussion -- Additional Questions -- Index.
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.
9788122437294 812243729X 9788122442045 8122442048
Export marketing.
Electronic Books.
HF1416 / .T736 2014