Book description
Why do even the best companies struggle to become as profitable in international markets as they are at home? Because they've fallen for the "mirage" of a truly global market. In fact, the world is comprised of hundreds of intensely local markets that are becoming more fragmented with each passing year. In The Mirage of Global Markets, David Arnold reveals why multinationals are actually losing market share--and how the world is rapidly accelerating towards "segments of one." Next, he offers you a comprehensive new blueprint for maximizing profitability in a world of local markets. You will discover why international marketing has become radically different from conventional marketing, and you will learn how to cost-effectively localize all the decisions that matter most: decisions about market entry, product mix, distribution, promotion, communication, strategy and more. Simply put, The Mirage of Global Markets shows how to globally manage the intensely local marketing programs that are now utterly crucial to your success.
Table of contents
- Copyright
- Prentice Hall Financial Times
- Financial Times Prentice Hall Books
- Preface and Acknowledgments
-
1. Manage Globally, Market Locally
- The International Marketing Genie Escapes from the Bottle
- The Evidence on Globalization of Markets
- The (Rise and) Fall of Mass Marketing
- The Managerial Challenge—Most Companies Underperform in International Markets
- What Is Different about International Marketing?
- The Dynamics of International Competition
- The Dynamics of International Competition—An Example
- Summary
- 2. Assessing Market Potential: Estimating Market Size and Timing of Entry
- 3. Strategies for Entering and Developing International Markets
- 4. Global Branding and Promotion
-
5. Selecting and Managing International Distributors
- The International Distribution Life Cycle
- The Distributor Crisis
- Distribution Is Different in International Markets
-
Guidelines for Managing the International Distributor Life Cycle
- Retain Responsibility for Marketing Strategy from Market Entry Onwards
- Commit MNC Resources to Supporting Market Entry
- Choose a Distributor and Structure the Relationship According to Clear Partnership Goals
- Ensure Access to Detailed Market and Financial Performance Data
- Build Links among National Distributors at the Earliest Possible Opportunity
- Looking Ahead—Is There a Future for Local Distributors?
- Summary
-
6. International Customer Management and the Challenge of International Pricing
- The Emergence of Global Customer Management and Pressure for Price Harmonization
- The Consequences of International Customer Management
- Research into the Performance of Global Accounts
- Guidelines for Selecting, Designing, and Implementing Global Account Management Programs
- Implementation—Putting the Right Systems and People in Place
- Reacting to International Pricing Pressure
- Summary
-
7. The Organizational Challenge of International Marketing
- The Evolution of International Marketing Organization Structures
- The Organizational Problem—Horizontal and Vertical Processes
- Two Examples of an International Marketing Organization
- Network Organizations—A Template for International Marketing
- Design Principles for International Marketing Organization
- Small Organizations “Born Global” into International Markets
- Service Organizations—Different Structures Lead to More Rapid Internationalization
- Summary
-
8. The Big Ideas of International Marketing
-
Market Knowledge and Marketing Knowledge
- Investments in Commitment Produce Returns in Control
- The Best Market Entry Strategy Is Not Necessarily the Best Strategy for Market Development
- Scale Demands Control, but Not Standardization
- The Stage of a Country’s Economic Development Need Not Correlate with Product-Market Development
- Product-Market Data Explains More than Country-Market Data
- Conclusion—International Marketing Management, Not International Marketing
-
Market Knowledge and Marketing Knowledge
Product information
- Title: Mirage of Global Markets: How Globalizing Companies Can Succeed as Markets Localize, The
- Author(s):
- Release date: July 2003
- Publisher(s): Pearson
- ISBN: 013047066X
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