GLOBAL MARKETING AND
EXPORT MANAGEMENT
Authors:
Dr Claudio Vignali
Dr Demetris Vrontis
Professor Barry Davies
Dr Leo Paul Dana
GLOBAL MARKETING AND
EXPORT MANAGEMENT
Authors:
Prof Claudio Vignali Phd
Leeds Metropolitan University
Visiting Professor in University of Rome, University of
Sczecin in Poland, University of Vorarlberg in Austria
Prof Demetris Vrontis
Head of Marketing
International University Nicosia Cyprus
Professor Barry Davies
Associate Dean
University of Gloucestershire Business School
Dr Leo Paul Dana
Associate Professor
Department of Management, Canterbury University,
Christchurch, New Zealand
TABLE OF CONTENTS
Rationale
Intoduction
Chapter 1
1.1
1.2
1.3
1.4
1.5
7
7
7
9
9
14
14
15
15
16
17
18
20
21
22
25
25
26
30
31
32
32
32
33
36
The environment for international business
39
Domestic business
International business
Comparison of domestic and international business
Barriers to trade
The future of domestic and international business
Conclusions
References
40
44
45
52
53
54
55
Chapter 3
3.1
The concepts for international marketing
The classical view of marketing
1.1.1 Globalisation and markets
1.1.2 The growth in services
1.1.3 Transaction vs. relationship
The international marketing environment
1.2.1 The political and legal environment
1.2.2 The economic environment
1.2.3 The international cultural and social environment
1.2.4 The international financial environment
Analysis of entry strategies
1.3.1 Exporting
1.3.2 Licensing
1.3.3 Franchising
1.3.4 Local and contract manufacturing, acquisition
and joint venture
1.3.5 Strategic alliances
1.3.6 Direct investment
Variety versus homogeneity
Managing the marketing effort
1.5.1 Evolution of organisation structures in multinational companies
1.5.1.1 Geographic or area divisions (decentralised matrix)
1.5.1.2 Product line divisions (centralised matrix)
1.5.1.3 Global...