Few years ago small and medium enterprises would have needed to invest significantly to contemplate moving out of their domestic environment into the global arena. The advent of the Internet has changed all that. This book focuses on Global Marketing in the Internet age.
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Summary
Few years ago small and medium enterprises would have needed to invest significantly to contemplate moving out of their domestic environment into the global arena. The advent of the Internet has changed all that. This book focuses on Global Marketing in the Internet age.
Description
Ten years ago small and medium enterprises would have needed to invest significantly to contemplate moving out of their domestic environment into the global arena. The advent of the Internet has changed all that. International E-Business Marketing focuses on Global Marketing in the Internet age. It examines in detail the characteristics of E-business are likely to apply in the international domain including the constraints imposed by both the medium and the environment. It also explores what changes may be necessary to firm's current E-business activities when their focus is on the global as opposed to being primarily on the domestic market.
Critic Reviews
PART 1: THE NATURE OF E-BUSINESS. 1. Introduction: e-business, marketing strategy and the international environment. 2. The Internet and its impact on international marketing. 3. The Internet and the e-value chain. PART II: INTERNATIONAL MARKETING STRATEGY & E-BUSINESS. 4. The Internet, foreign market entry, internationalization and globalization. 5. International competitive strategy in the electronic environment. 6. Relationships, networks and strategic alliances in an Internet world. PART III: THE INTERNATIONAL ENVIRONMENT OF E-BUSINESS. 7. Legal and tax issues in the global electronic environment. 8. The political minefield of marketspace. 9. Accommodating culture in international business strategy. PART IV: MARKETING TACTICS AND E-BUSINESS. 10. Products, services and pricing in marketspace. 11. International e-business distribution and logistics. 12. Effective international promotion strategies using the Internet. Index.
About the Author
Richard Fletcher is Professor of History at the University of York. Among his books are "Moorish Spain "(California, 1992) and "The Quest for El Cid" (1989) which won the "Los Angeles Times" History Book Award and the Wolfson Literary Award for History.
Ten years ago small and medium enterprises would have needed to invest significantly to contemplate moving out of their domestic environment into the global arena. The advent of the Internet has changed all that. International E-Business Marketing focuses on Global Marketing in the Internet age. It examines in detail the characteristics of E-business are likely to apply in the international domain including the constraints imposed by both the medium and the environment. It also explores what changes may be necessary to firms current E-business activities when their focus is on the global as opposed to being primarily on the domestic market. An introductory chapter sets the scene and introduces a model of global e-business marketing. The first part of the text follows contains an extensive review of how E-business impacts on both theories of marketing and international business in the international electronic environment. Part Two explores strategies for developing global business. The third part explores in specific detail, how the application of the Internet in the international environment is likely to be impacted upon by cultural, political, legal, economic, financial and technological factors. The final part focuses on specific issues related to products and services, pricing problems, distribution strategies and promotional approaches when conducting international marketing via the Internet. International E-Business Marketing is suitable for students following courses on international business or marketing or e-commerce.
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