Thematische Bibliographien / International marketing mix

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Auswahl der wissenschaftlichen Literatur zum Thema „International marketing mix“

Autor: Grafiati

Veröffentlicht am 28. Juni 2021

Zuletzt aktualisiert am 7. Februar 2022

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Zeitschriftenartikel zum Thema "International marketing mix"

Robinson, William T. „Marketing Mix Reactions to Entry“. Marketing Science 7, Nr. 4 (November 1988): 368–85. http://dx.doi.org/10.1287/mksc.7.4.368.

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Robles, Fernando, und Syed H. Akhter. „International Catalog Mix Adaptation“. Journal of Global Marketing 11, Nr. 2 (11.06.1997): 65–91. http://dx.doi.org/10.1300/j042v11n02_05.

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Powers, Thomas L., und Jeffrey J. Loyka. „Adaptation of Marketing Mix Elements in International Markets“. Journal of Global Marketing 23, Nr. 1 (29.01.2010): 65–79. http://dx.doi.org/10.1080/08911760903442176.

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Boulding, William, und Eunkyu Lee. „Differentiation via the marketing mix“. Marketing Letters 3, Nr. 4 (Oktober 1992): 343–56. http://dx.doi.org/10.1007/bf00993919.

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Shoham, Aviv, und Fredric Kropp. „Explaining international performance: marketing mix, planning, and their interaction“. Marketing Intelligence & Planning 16, Nr. 2 (April 1998): 114–23. http://dx.doi.org/10.1108/02634509810209641.

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Szymanski, David M., Sundar G. Bharadwaj und P. Rajan Varadarajan. „Standardization versus Adaptation of International Marketing Strategy: An Empirical Investigation“. Journal of Marketing 57, Nr. 4 (Oktober 1993): 1–17. http://dx.doi.org/10.1177/002224299305700401.

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An issue debated frequently in the international marketing literature centers on whether a business should pursue a strategy that is standardized across national markets or adapted to individual national markets. Of the two aspects relating to standardization of marketing strategy across national markets—(1) standardization of the pattern of resource allocation across marketing mix variables integral to a business's marketing strategy and (2) standardization of the strategy content with respect to individual marketing mix variables—the latter has been the subject of numerous conceptual articles. However, there is a relative dearth of empirical studies on both issues. To partially fill this void, this study addresses empirically the question of the standardization of the pattern of resource allocation among marketing mix variables across national markets. The question is addressed by examining whether competitive strategy and industry structure variables affect market share and business profits similarly or dissimilarly across Western markets, that is, the U.S., U.K., Canada, and Western Europe. The results reveal that with few exceptions, the effects of competitive strategy and market structure variables generalize across these markets. The study findings provide insights into both the merits of standardizing the strategic resource mix across Western markets and the competitive strategy and market structure variables that are major explanators of business performance across Western markets.

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S. Rolbina, Elena, Natalia V. Kalenskaya, Aida Z. Novenkova und Wilfred Isioma Ukpere. „Marketing foundation for retail and office center’s tenant mix“. Problems and Perspectives in Management 14, Nr. 1 (11.04.2016): 228–34. http://dx.doi.org/10.21511/ppm.14(1-1).2016.11.

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The issues of retail and office center structure formation are developed and presented in the existent literature. This article argues that in each case, these issues need to be refined depending on the location, the number of neighborhood and the surrounding streets’ residents, the presence of other shops and services within walking distance, etc. The purpose of this article is to confirm the abovementioned specificity during the marketing research, in order to evaluate the significance of the factors forming the structure of retail and office center for the population and future tenants. A survey of 200 residents and 100 business owners and managers was conducted. The study’s results allow the formulation of a framework of retail and office center, determining the number of tenants, taking into account their preferences, and getting a list of interested tenants. It also shows the way to facilitate optimization of the layout of the center with regards to the requirements of the anchor tenants, high-footfall shops and customers; to develop the best routes to distribute customers across the floors and center’s zones

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Kraft, Patricia, Michael Dowling und Roland Helm. „International orientation, marketing mix, and the performance of international German 'mittelstand' companies“. International Journal of Business and Globalisation 8, Nr. 3 (2012): 293. http://dx.doi.org/10.1504/ijbg.2012.046207.

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Frey, John B. „Commentary on “Marketing Mix Reactions to Entry”“. Marketing Science 7, Nr. 4 (November 1988): 386–87. http://dx.doi.org/10.1287/mksc.7.4.386.

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Gaskin, Steven P. „Commentary on “Marketing Mix Reactions to Entry”“. Marketing Science 7, Nr. 4 (November 1988): 388–89. http://dx.doi.org/10.1287/mksc.7.4.388.

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Dissertationen zum Thema "International marketing mix"

Turčanová, Pavlína. „Marketingová komunikace společnosti při vstupu na zahraniční trh“. Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2021. http://www.nusl.cz/ntk/nusl-443139.

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The main subject of this thesis is the communication mix of selected company which is focused on the production and sale of natural and healing cosmetics and dietary supplements, as well as a proposal for an appropriate marketing communication when entering the market in Poland. The theoretical part contains important terms of marketing and marketing communication, and it presents a theoretical framework for two following parts. The analytical part is then focused on the main characteristics of the selected company and this part also deals with the processing and evaluating of the analysis of internal and external environment, current level of marketing and communication mix. The last part is devoted to the proposals of marketing communication of the company for operating on the B2B market in Poland. These proposals should lead to raising awareness of the company and its products in this market, as well as reaching out and gaining potential business partners and customers.

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Awan, Anam ul Haq, und Shahzad Ali. „Regionalization and Marketing Mix Strategies of a company“. Thesis, Halmstad University, School of Teacher Education (LUT), 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-738.

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Our study deals with the concept of regional trade blocs or open borders (Nordic Region) and their impact on the Marketing Mix Strategies of the firm. The purpose of our study is to analyze the regionalization concept as company point of view and then its impact on the marketing mix strategies of a company operating in Nordic Region. To get the appropriate data for this, we studied a telecommunication company based in Norway and operating in Denmark and Sweden as well. We adopted the inductive approach and case study method, and our study is based on our research findings, on the basis of which we developed our own model. The model discusses certain variables and factors which influence the marketing mix decisions of the company.

The study results show that company felt the reality of open market and trying to get the advantages of this opportunity by modifying or reorganizing its marketing mix strategies according to the open market conditions. Innovation and product development according to the customer demands in different markets forced the company to take attention about their product line and product components. Competition in local and regional market forced the company and they based their price strategy on competition so competition became a driving force for the company’s price strategy. Open borders gave a number of alternatives to position the products and Telenor is using different distribution channels which vary from market to market and country to country. Company adopted trans-border strategy for the easiness of their end consumers and used different brand names in different markets but with single logo at all.

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Vrontis, Demetris. „Integrating adaptation and standardisation in international marketing : the AdaptStand Modelling Process“. Thesis, Manchester Metropolitan University, 2000. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.311206.

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The debate of whether to standardise or to custom-tailor marketing strategies and tactics in international markets has continued to trouble academics and practitioners alike and has produced many and varied opinions. Supporters of global standardisation argue that a single marketing strategy and a standardised marketing mix (tactics) should be used in international markets to minimise total costs and promote a global corporate image. In contrast, advocates of international adaptation debate that marketing in overseas markets should be adapted to fit the unique dimensions of each local market. Opposing the two polarised positions, literature quoting practical evidence suggests that companies make contingency choices which relate to key determinants in each circumstance. This doctoral research focuses on the tactical level. It hypothesises that multinational companies' tactical behaviour is integrated as a result of several reasons `pulling' it towards the one or the other side of the continuum. Equally, it proposes that such behaviour and the importance of reasons `pulling' it, could be significantly different based on nine factors. Consequently, this research seeks to discover the unique way in which the reasons and factors interact with international marketing tactics in any given `country and company situation'. A review of the literature (chapters two and three) allowed the development of a framework (chapter three) that presents the main perspectives of the different schools of thought towards the processeso f adaptation,s tandardisationa nd integration of marketing tactics. Its formulation made possible two main stages in this research: it firstly allowed the researcher to formulate the secondary hypotheses, and secondly it permitted the design of a questionnaire to test these hypotheses and carry out the necessary empirical research and collection of primary data. Based on the Positivist philosophy, the research design (chapter four) involved a questionnaire survey on the 500 biggest UK multinational companies across five industrial sectors. The analysis (chapters five and six) was mainly quantitative and was undertaken with S. P. S. S. and Excel statistical packages. It utilised chi-square (x2) and analysis of variance (ANOVA) statistical tests. Research results identified that UK multinational companies do not solely utilise adaptation or standardisation across their marketing mix elements. When facing the dilemma of implementing marketing tactics, the researched UK multinational companies were found to integrate the processes of adaptation and standardisation. Both processes co-exist and multinational companies are striking to find a balance. This research identified that the level of integration is dependent upon a consideration of the relationship between the reasons and elements identified, and an understanding of how these are affected by a number of factors. Followed the results of the analysis, this thesis proposes a new modelling approach, the AdaptStand Process (chapter seven), which outlines different steps to be undertaken by multinational companies towards identifying the degree of integration across the marketing mix elements. Consequently, this thesis aims to enlarge the existing body of knowledge in the subject area and guide marketing directors acid managers in deciding on marketing tactics when competing in the international marketing arena.

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Bednářová, Markéta. „Plán internacionalizačních aktivit pro vybranou organizaci“. Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2020. http://www.nusl.cz/ntk/nusl-414484.

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The thesis is focused on the creation of a plan of internationalization activities for the Brno University of Technology, the aim of which is to raise the awareness of the organization abroad, specifically at universities within the European Union. The theoretical part of the thesis introduces the individual concepts and analyzes that are furtherly used in the following parts of the thesis. The analytical part evaluates the current situation in the organization and serves as a basis for the proposals. In the proposals of the thesis, a plan of internationalization activities of the university is created.

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Štěrbová, Michaela. „Oslovení nových zákazníků na B2B trhu ve Velké Británii“. Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2020. http://www.nusl.cz/ntk/nusl-414501.

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This diploma thesis is focused on the communication mix in a Czech company operating in the field of web analytics and also on its proposed design for the B2B market in England. The theoretical part is focused on the definition of marketing, international marketing, marketing and communication mix. The analytical part is focused on the characteristics of the company, analysis of the micro and macro environment, analysis of the marketing and communication mix of the company. The last part is devoted to the design of the company's communication mix for the B2B market in England. These proposals should lead to reaching new customers and possible gaining of new customers from the already mentioned market.

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Richter, Frank-Thomas Tobias. „Marketing mix standardisation in international marketing : an empirical investigation of the degree of marketing programme standardisation in German companies and its internal and external correlates“. Thesis, University of Warwick, 2000. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.369808.

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Švarc, Ondřej. „Internacionální marketingové aktivity společnosti Mondeléz na vybraných trzích“. Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-198260.

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Main objective of this thesis is to analyze international marketing of Mondeléz International company with a focus on international environment and its impact on the company, analysis of marketing mix of specific international products and survey examining the extent of awareness of the former Kraft Foods and current Mondeléz company. Results of this work should give a reader an overview about development of Mondeléz company and international activities of the company applied in environment of Czech Republic.

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Kruljacová, Anna. „Návrh marketingové strategie vybrané firmy“. Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2017. http://www.nusl.cz/ntk/nusl-358405.

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Diplomová práca sa zaoberá návrhom marketingovej stratégie vybranej spoločnosti. Návrh bol realizovaný na základe požiadavok start-up spoločnosti, ktorá sa zaoberá predovšetkým vývojom softvéru, chce expandovať do zahraničia a nemá žiadne skúsenosti s marketingom. V práci je prevedená externá aj interná analýza spoločnosti. Taktiež bola prevedená analýza kľúčových faktorov úspechu a analýza hlavných konkurentov. Interná analýza spoločnosti pozostáva zo 4 P marketingového mixu a SWOT analýzy. Posledná časť práce vyberá vhodnú stratégiu vstupu na zahraničný trh a detailne analyzuje návrhy pre marketingový mix spoločnosti. V práci je taktiež navrhnutý zjednodušený finančný plán. Na konci práce sú zhodnotené prínosy diplomovej práce pre vybranú spoločnosť.

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Svendsen, Anne Sakseide. „Selected Aspects of Cultural Differences and their Influence on the International Marketing Mix“. Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-74650.

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Culture is an important business element which can make the difference between success and failure for businesses that will expand abroad. The differences between two cultures do not have to vary to a large extent, but they still have to be considered. Hence knowledge about culture plays an important role in a company's decision making process. This master thesis is focused on selected aspects of cultural differences and their influence on the international marketing mix. The first part of the thesis contains a theoretical overview of culture and some of the main research which has been done through history: Hofstede and Trompenaars. Further on theory about Philip Kotlers' four P's are discussed, as well as how the culture elements influence the international marketing mix. The practical part consists of a case study of the international marketing mix Häagen-Dazs uses on the Chinese market. It starts with general knowledge about Häagen-Dazs, their products and their strategy in the United States. Then it continues with basic information about China, Chinas' history and culture which is relevant to understand the changes Häagen-Dazs have made on their marketing mix used in China. Further analyses of Häagen-Dazs' marketing mix on the Chinese market is discussed. The emphasis is put on the elements which are adapted to the Chinese culture and why these changes were made. The practical part also includes Hofstede's analyses about China and sees if these analyses are applicable on the marketing mix that Häagen-Dazs use. As a closure of the practical part further recommendations for Häagen-Dazs' in China have been conducted with emphasis on adaption to the Chinese culture.

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Gatialová, Martina. „Návrh na zlepšení komunikačního mixu vybrané společnosti“. Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2021. http://www.nusl.cz/ntk/nusl-443117.

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The diploma thesis deals with the proposal for the improvement of the communication mix in a selected company. The thesis is divided into three parts. The first part focuses on theoretical knowledge about marketing and definitions of selected analyzes. The second part consists of analysis of environment of the selected company and marketing research concerning the satisfaction of the company's existing foreign customers. The final part contains the proposals for improving the communication mix, which were created based on the analysis.

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Bücher zum Thema "International marketing mix"

Walker, Susan E. The marketing communications mix for the international scuba dive boat industry. Salford: Universityof Salford, 1996.

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Schneider, Dieter J. G. Internationale Marktselektion mit Hilfe der Welthandelsdatenbank. Wien: Österreichischer Wirtschaftsverlag, 1988.

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Bendixen, Ernst Otto. Schreckgespenst Weltmarkt!?: Tagung anlässlich der Internationalen Grünen Woche 1996 in Berlin : in Zusammenarbeit mit AG Landberatung, Hannover ... Göttingen: Agrarsoziale Gesellschaft, 1996.

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Egger, Peter. Österreichs Wirtschaftsbeziehungen mit Fernost: Versäumnisse und Chancen : Studie des Österreichischen Instituts für Wirtschaftsforschung im Auftrag der Vereinigung der Österreichischen Industrie. Wien: Österreichisches Institut für Wirtschaftsforschung, 1998.

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Chemnitz, Germany) Ifo Wirtschaftssymposium (1997. Der Weg der KMU in die Zukunft: Globalisierung der Märkte, Management, Innovationen ; Bericht über ein Ifo-Wirtschaftssymposium, das am 9. Oktober 1997 in Kooperation mit der Industrie- und Handelskammer Südwestsachsen in Chemnitz stattfand. Dresden: Ifo-Institut für Wirtschaftsforschung, 1997.

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Sŏng-hun, Kim, Hrsg. Hanʼguk idong tʻongsin sŏbisŭ mit tanmalgi sanŏp ŭi pyŏnchʻŏn kwa palchŏn panghyang. Sŏul: Sŏul Taehakkyo Chʻulpʻanbu, 2007.

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Grigoryan, Ekaterina. Integrated quality management system at the enterprises of the military-industrial complex. ru: INFRA-M Academic Publishing LLC., 2021. http://dx.doi.org/10.12737/1095033.

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In modern conditions, an integrated quality management system (ISMC) that meets the requirements of several international standards and contributes to improving the efficiency of enterprise management, creating conditions for its sustainable development, as well as the competitiveness of the enterprise and its products is becoming more and more popular. The monograph considers theoretical and methodological approaches to quality management at the enterprise. The relevance of the application of an integrated quality management system, including at the enterprises of the military-industrial complex (MIC), consisting in the most effective management of the enterprise, energy efficiency and resource conservation, is justified. The assessment of the use of quality management tools at the defense industry enterprises was carried out, the trends in the development of defense industry enterprises were substantiated, a marketing approach was applied to the classification of defense industry enterprises, in particular by market type, which allows identifying potential consumers of enterprises ' products, the degree of production diversification. Organizational and economic approaches to the formation of an integrated quality management system are presented. The procedure for creating an ISMC is considered. The methodology and criteria for evaluating the effectiveness of ISMC are substantiated. The presented material is of practical importance and can be useful to specialists in quality management, graduate students, researchers, teachers.

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Grundlagen der internationalen Werbung: Mit einer empirischen Fallstudie über den Einsatz von Werten in der Werbung am Beispiel von 'Der Spiegel' und 'Time' 1972, 1982, 1992. Frankfurt am Main: P. Lang, 1995.

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Richter, Tobias. Marketing Mix Standardisation In International Marketing: An Empirical Investigation Of The Degree Of Marketing Programme Standardisation In German Companies ... Studies, Economics and Management, 5). Peter Lang Publishing, 2002.

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Marketing Mix Standardisation in International Marketing: An Empirical Investigation of the Degree of Marketing Programme Standardisation in German Companies ... Studies, Economics and Management, 5). Peter Lang Publishing, 2002.

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Buchteile zum Thema "International marketing mix"

Codita, Roxana. „International Marketing Standardization: A Literature Review“. In Contingency Factors of Marketing-Mix Standardization, 12–38. Wiesbaden: Gabler, 2011. http://dx.doi.org/10.1007/978-3-8349-6169-3_2.

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Mitchell, Malcolm, und Tevfik Dalgic. „Towards an International Marketing Mix for Services“. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 227–32. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-13141-2_85.

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Morris, Michael H., und William L. Koleszar. „Dimensions of National Culture and their Implications for Consumer Behavior and the International Marketing Mix“. In Proceedings of the 1993 Academy of Marketing Science (AMS) Annual Conference, 208–13. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-13159-7_46.

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Schwarz-Musch, Alexander, Dietmar Sternad und Florian Pibal. „Der internationale Marketing-Mix“. In Grundlagen Export und Internationalisierung, 141–67. Wiesbaden: Springer Fachmedien Wiesbaden, 2020. http://dx.doi.org/10.1007/978-3-658-29444-1_9.

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Schwarz-Musch, Alexander, Dietmar Sternad und Florian Pibal. „Der internationale Marketing-Mix“. In Grundlagen Export und Internationalisierung, 143–70. Wiesbaden: Springer Fachmedien Wiesbaden, 2013. http://dx.doi.org/10.1007/978-3-8349-4298-2_9.

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Kliesch, Torsten. „Internationale Distributionspolitik mit dem Internet“. In Marketing und Electronic Commerce, 219–48. Wiesbaden: Vieweg+Teubner Verlag, 1999. http://dx.doi.org/10.1007/978-3-663-10732-3_10.

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Kliesch, Torsten. „Internationale Produktpolitik mit dem Internet“. In Marketing und Electronic Commerce, 159–92. Wiesbaden: Vieweg+Teubner Verlag, 1999. http://dx.doi.org/10.1007/978-3-663-10732-3_8.

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Kliesch, Torsten. „Internationale Kontrahierungspolitik mit dem Internet“. In Marketing und Electronic Commerce, 193–218. Wiesbaden: Vieweg+Teubner Verlag, 1999. http://dx.doi.org/10.1007/978-3-663-10732-3_9.

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Kehr, Henning, und Jörg Michael Gummersbach. „Marketing-Mix im B-to-B im internationalen Firmenkundengeschäft“. In Internationales Firmenkundengeschäft von Banken, 63–90. Wiesbaden: Springer Fachmedien Wiesbaden, 2020. http://dx.doi.org/10.1007/978-3-658-30229-0_4.

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Hornschild, Rainer. „Arbeit mit Budget: Sales and Marketing Planning“. In Internationales Business Development, 253–65. Wiesbaden: Springer Fachmedien Wiesbaden, 2015. http://dx.doi.org/10.1007/978-3-658-05659-9_14.

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Konferenzberichte zum Thema "International marketing mix"

Ralyk, Dinara Vladimirovna, und Vladislav Igorevich Khrushchev. „Marketing Mix of Construction Services“. In International Scientific and Practical Conference. TSNS Interaktiv Plus, 2020. http://dx.doi.org/10.21661/r-541478.

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The article is devoted to the analysis of the features of marketing support for the commercial activities of an enterprise in the professional services market. The authors consider the key elements of the marketing mix for the design and installation of internal engineering networks using the example of BMT VSTM Сompany, revealing the specifics of the product, pricing policy, as well as promotion and marketing.

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Jermsittiparsert, Kittisak. „Service marketing mix and service value“. In the 3rd International Conference. New York, New York, USA: ACM Press, 2019. http://dx.doi.org/10.1145/3361785.3361800.

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Chumaidiyah, Endang. „Marketing mix strategy in increasing marketing performance in Indonesia telecommunication services companies“. In 2013 International Conference of Information and Communication Technology (ICoICT). IEEE, 2013. http://dx.doi.org/10.1109/icoict.2013.6574615.

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Mahadewi, Erlina, Ade Heryana, Herwanto, Rina Astini und Ngadino Surip. „Marketing Mix Study using Social Media in Hospital“. In 1st International Conference on Health. SCITEPRESS - Science and Technology Publications, 2019. http://dx.doi.org/10.5220/0009826004060413.

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Hosseinzadeh, Omid, Marzieh Hajjarian und Reza Abdi. „SUSTANABILITY MARKETING MIX FOR FOREST PRODUCTS VALUE CHAINS“. In International Symposium on the Analytic Hierarchy Process. Creative Decisions Foundation, 2016. http://dx.doi.org/10.13033/isahp.y2016.110.

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Chen, Yanling, Rana Muhammad Sohail Jafar, Michael Morley-Bunker, Chang Lin, Lingcheng Chen, Ruyan Wu und Peifen Zhuang. „On the Marketing Mix of Fujian Tea Tourism“. In International Conference on Social Science, Public Health and Education (SSPHE 2017). Paris, France: Atlantis Press, 2017. http://dx.doi.org/10.2991/ssphe-17.2017.22.

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Muhadi, Muhadi, und Winda Lusia. „Analysis Of Marketing Strategy And Marketing Mix On New Patient Visit Of Specialistic Polyclinic“. In The 2nd International Symposium of Public Health. SCITEPRESS - Science and Technology Publications, 2017. http://dx.doi.org/10.5220/0007508700370040.

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Rolcikova, Marketa. „THE PLAN OF MARKETING RESEARCH INTENDED TO MAKE THE COMMUNICATION MARKETING MIX MORE EFFECTIVE“. In SGEM2012 12th International Multidisciplinary Scientific GeoConference and EXPO. Stef92 Technology, 2012. http://dx.doi.org/10.5593/sgem2012/s23.v3015.

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Colan, Geanina, Tincuta Vrabie und Monica Raducan. „Marketing Mix Approaches in Educational Services and Public Administration“. In International Conference Risk in Contemporary Economy. Dunarea de Jos University of Galati, Romania Faculty of Economics and Business Administration, 2019. http://dx.doi.org/10.35219/rce2067053242.

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Liu, Hongwei, Bin Su und Bixi Zhang. „The Application of Association Rules in Retail Marketing Mix“. In 2007 IEEE International Conference on Automation and Logistics. IEEE, 2007. http://dx.doi.org/10.1109/ical.2007.4339002.

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