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International Fashion Textile Marketing Reading Recource

1075 words - 5 pages

GLOBAL MARKETING AND
EXPORT MANAGEMENT

Authors:

Dr Claudio Vignali
Dr Demetris Vrontis
Professor Barry Davies
Dr Leo Paul Dana

GLOBAL MARKETING AND
EXPORT MANAGEMENT
Authors:

Prof Claudio Vignali Phd
Leeds Metropolitan University
Visiting Professor in University of Rome, University of
Sczecin in Poland, University of Vorarlberg in Austria
Prof Demetris Vrontis
Head of Marketing
International University Nicosia Cyprus
Professor Barry Davies
Associate Dean
University of Gloucestershire Business School
Dr Leo Paul Dana
Associate Professor
Department of Management, Canterbury University,
Christchurch, New Zealand

TABLE OF CONTENTS

Rationale
Intoduction
...view middle of the document...

5.1.2 Product line divisions (centralised matrix)
1.5.1.3 Global matrix structure
1.5.1.4 The control process
References

Chapter 2
2.1
2.2
2.3
2.4
2.5

1
3

Marketing research

Secondary data sources

56
58

3.2
3.3

3.4

3.1.1 Country evaluation
3.1.2 Environmental change: - the process of monitoring
Primary data issues in the multicultural context
3.2.1 Establishing data equivalence
Primary research - non - survey data collection techniques
3.3.1 Four main types of qualitative data techniques
3.3.1.1 Observational and quasi observational data
3.3.1.2 Protocol
3.3.1.3 Projective techniques
3.3.1.4 In depth interview and focus group
Survey research
References

Chapter 4
4.1
4.2
4.3
4.4

4.5
4.6

What is exporting?
Should companies export?
Countries need to export
Tactics of entry
4.4.1 Indirect export
4.4.2 Direct exporting
The international marketing mix for exporting
Other important features in exporting
Conclusion
References

Chapter 5
5.1
5.2
5.3
5.4
5.5
5.6
5.7
5.8
5.9

Licensing

Licensing
The licensing agreement
License process
The decision to license
Different types of licensing
The license
License in different counties
Payment for a license
Managing licensing
Conclusions
References

Chapter 6
6.1

Exporting

Foreign direct investment

Why invest abroad? Pros and cons

59
60
61
63
67
68
69
72
73
73
74
77
79
80
82
83
85
85
86
87
89
91
92
93
93
95
99
100
104
104
106
108
108
108
110

111
112

6.2
6.3

6.4
6.5

Foreign direct investment (FDI)
Types of FDI
6.3.1 Joint ventures
6.3.2 Tripartite venture
6.3.3 Merger and acquisition
6.3.4 The wholly owned subsidiary
Theoretical motivations for FDI
Portfolio investment
Conclusion
References

Chapter 7
7.1
7.2

7.3
7.4

Countertrade
Types of countertrade
7.2.1 Barter
7.2.2 Compensation deal
7.2.3 Escrow accounts (blocked accounts)
7.2.4 Counterpurchase (parallel barter)
7.2.5 Evidence models
7.2.6 Buyback
7.2.7 Bilateral clearing agreements
7.2.8 Switch trading
7.2.9 Offset
Problems and risks involved in countertrade
Official attitudes towards organisations
Conclusion
References

Chapter 8
8.1
8.2
8.3
8.4
8.5
8.6
8.7
8.8
8.9
8.10

Logistics
...

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