tailieunhanh - Ebook The SAGE handbook of international marketing: Part 2

(BQ) Part 2 book "The SAGE handbook of international marketing" has contents: Global strategy, developing marketing strategy, emerging issues in global marketing. | 5178-Kotabe-Chap-13 11/19/08 7:43 PM Page 261 SECTION 4 Global Strategy 5178-Kotabe-Chap-13 11/19/08 7:43 PM Page 262 5178-Kotabe-Chap-13 11/19/08 7:43 PM Page 263 13 Global Competitive Marketing Strategy Michael Grund, Oliver Heil, and Mark Elsner INTRODUCTION There is little doubt that increasingly globalized markets have lead to a fundamental rearrangement of the determinants of firms’ competitive marketing strategy. Over two billion persons have been added to the world’s economies that are largely driven by market structures and, thus, competition. The persons have been added as consumers and competitors and, oftentimes, as winners and losers of global competitive interplay. Certainly, global competition has already changed the lives of hundreds of millions of persons. Not surprisingly, globalization has come to be one of the most controversial discussed issues of our times with a multitude of facets that are frequently misunderstood. As a result, widespread biased perceptions about what world-spanning markets really mean and what they can accomplish for all participants exist. However, it seems safe to state that a global culture based on competitive interplay is on the rise. Importantly, one has to keep in mind that an emerging global culture will be influenced and formed to a high degree by communication. Here, the technical development of the past decades – in particular the rapid diffusion of the Internet – has obviously paved the way for cultures and societies to become globalized. Consequently, this development forces businesses into rethinking and reassessing their competitive advantages. This motivated us to discuss the internet explicitly as a catalyst for global competition. Naturally, the issue of competitive advantage needs to be examined in detail. In particular the competitive advantages of countries or regions have become more and more important for marketing

• Marketing - Bán hàng
• International marketing
• Global strategy
• Developing marketing strategy
• Emerging issues in global marketing
• Global branding
• Lecture International marketing
• Global markets
• Global marketing strategies
• International trade
• International marketing channels
• Marketing quốc tế
• Chiếc lược marketing
• Marketing strategies
• Nature of international marketing
• Integrated marketing communications
• International legal environment
• Pricing for international markets
• International customers
• Regular foreign marketing
• International marketing management
• International environment
• International pricing
• International business to business marketing