MARKETING DECISIONS AND STRATEGIES: An International Perspective by John Kuada

MARKETING DECISIONS AND STRATEGIES: An International Perspective

byJohn Kuada

Paperback | August 7, 2016

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The marketing literature generally assumes that managers and customers always make rational (reasonable and logical) decisions. In real life, however, decision making process is hardly rational and straightforward. Managers and customers normally make decisions “in-action” – i.e. as they grapple with critical problems on daily basis. As such, they tend to combine experience-based knowledge with intuition and analysis to inform their decisions. Their decision making processes become even more complex when their companies operate within international contexts.

It is therefore appropriate to teach students a variety of decision making skills as they prepare themselves to work in international companies. This is the task initiated in this book. It discusses how managers combine both rational and non-rational approaches and tools in their decision making processes, especially in international business contexts.

Issues discussed include the following:

  • The marketing strategy concept
  • Rational and non-rational approaches to decision making
  • Market-driving and market-driven strategies
  • Internal marketing strategies
  • Relational theories and strategies in marketing
  • Organizational buying behaviour and strategies
  • Online advertising decisions and strategies
  • Assessment of export opportunities
  • Marketing in the emerging economies
  • Societal and ethical considerations in marketing decisions

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John Kuada is Professor of International Management at Aalborg University, Department of Business and Management, Denmark. He holds two doctorate degrees – PhD from Copenhagen Business School, and Dr. Merc. from Aalborg University. He has extensive experience as a business consultant and training advisor in areas of management, marketing and cross-border inter-firm relations in Europe and Africa. 

Title:MARKETING DECISIONS AND STRATEGIES: An International PerspectiveFormat:PaperbackDimensions:238 pages, 9.21 X 6.14 X 0.5 inPublished:August 7, 2016Publisher:Adonis & Abbey PublishersLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:1909112615

ISBN - 13:9781909112612

Appropriate for ages: All ages

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Table of Contents

Table of Contents Dedication............................................................................iv Preface...............................................................................vii Acknowledgements..................................................................ix Chapter 1 Marketing Decision Making in Dynamic Operational Environment..........................................................11 Chapter 2 The Concept of Strategy in Marketing..........................................35 Chapter 3 Rational Approaches to Market Knowledge Acquisition............................................................47 Chapter 4 A Framework for Foreign Market Opportunity Analysis...............................................................69 Chapter 5 Market-Driving Strategies........................................................95 Chapter 6 Internal Marketing and Market-Oriented Strategies.........................109 Chapter 7 Relational Theories and Strategies in Marketing........................................................................121 Chapter 8 Organizational Buying Behaviour and Strategies............................137 Chapter 9 Online Advertising Decisions and Strategies.................................155 Chapter 10 Assessment of Export Opportunities..........................................171 ix Chapter 11 International Market Entry Modes and Global Strategies...................................................................187 Chapter 12 Marketing in the Emerging Economies......................................205 Chapter 13 Societal and Ethical Considerations in Marketing Decisions.............................................................223 Index.................................................................................233