This book takes as its perspective that the customer undoubtedly is positioned in the center of the firmas overall management activities. True understanding of the customer requires efficient marketing research about the firmas international business environment. As discussed in the first chapters of the book, the firmas business success depends in part on its ethical standards; thus awareness of its environmental and social responsibility is required. The following chapters concentrate on various aspects of culturally biased customer behavior and how the firm ensures sensitivity when planning and selecting its marketing strategies. The most efficient techniques of international market segmentation, targeting, and strategic competitive positioning are introduced. Furthermore, concepts of consumer loyalty programs and their implementation in diversified international markets are presented. An important part is dedicated to describing suitable mixes of marketing policies for firms operating in culturally heterogeneous international markets. Finally, forecasting changes in consumer behavior as a tool of planning international marketing activities is taken into consideration. Marketing control mechanisms that seek to increase efficiency of selected marketing activities further contribute to the valuable insights of this publication.The small firm, which consists of three employees and the owner, deals with auto maintenance and body repair, ... On the other hand, auto manufacturers like Daimler, BMW, or Volkswagen do not have an interest in seeing that small firms likeanbsp;...
|Title||:||International Marketing Management|
|Author||:||Mario Glowik, Slawomir Smyczek|
|Publisher||:||Walter de Gruyter - 2011-01-01|