International Marketing

KLAUS BACKHAUS is Director of the Institut für Anlagen und Systemtechnologien at the Marketing Centrum Münster which is part of the Westfälische Wilhelms-Universität Münster in Germany. JOACHIM BUSCHKEN lectures in marketing at the Katholische Universität Eichstätt Ingolstadt. MARKUS VOETH lectures at the Institut für Betriebswirtschaftslehre at the University of Hohenheim in Germany.

A: THE MEANING AND SUBJECT AREA OF INTERNATIONAL MARKETING.- Internationalisation Tendencies in Business.- International Marketing as a Co-ordinative Task.- The Classic Understanding of International Marketing.- Characteristics of International Marketing.- Coordination in the Context of International Marketing Operations.- Interdependencies Between Country Markets.- Interdependence and Coordination.- Cultural Distance and the Need for Coordination.- Defining and Delineating International Marketing.- Case Study, Fillkar Electric AG.- B: MARKETING ENTRY STRATEGIES IN INTERNATIONAL MARKETING: 'GOING INTERNATIONAL'.- The Market Selection Decision.- Evaluating Country Markets.- Determinants of Evaluation.- Interdependence and Country Market Evaluation.- Selection of Country Markets.- Procedure for Country Market Selection.- Selection of Country Markets and Internationalization Strategy.- Market Entry Strategies.- Timing the Entry.- Waterfall Strategy.- Shower Strategy.- Selection of an Appropriate Organizational Structure for Foreign Business Activity.- Classical Organizational Structures for the Internationalization of Marketing Activities.- Recent Organizational Forms of Market Internationalization.- The Influence of Feedback on the Selection of Organizational Form.- The Marketing Instruments.- Product Policy Decisions.- Core Areas of Product Policy.- The 'Optimal' Degree of Standarization During Market Entry.- Pricing.- Factors Influencing the Extent of International Price Differentiation.- The Extent of International Price Differentiation.- Optimization Approaches for International Pricing Policy.- Methods of Price Coordination.- Communication.- Distribution.- Decision-Making Interdependencies in 'Going International'.- The 'COTEL' Case.- C: COORDINATION DECISIONS IN THE CONTEXT OF 'BEING INTERNATIONAL'.- Coordination Problems and Dynamics of Country Markets.- Changes in Institutional (Environmental) Conditions.- Homogenization of Institutional Environmental Conditions.- Heterogenization of (Institutional) Environmental Conditions.- Changes at the Level of Market Partners.- Demand-Related Change.- Seller-Related Changes.- Changes in Relative Competitive Position.- 'Being International' A Problem Map.- Coordination in Converging Markets.- The Origin of Coordination Problems in Converging Markets.- The Extent of Coordination Problems in Converging Markets.- The Extent of Coordination at the Market Level.- The Need for Coordination at the Corporate Level.- Coordination Strategies in Converging Markets.- Coordination Strategies.- Strategies for Reducing the Need for Coordination.- Case Study 'PharmaCo'.- Coordination Problems in Diverging Markets.- The Original of Coordination Problems.- The Extent of Coordination Problems.- Coordination Strategies in Fragmenting Markets.- Case Study 'Petrolub AG'.- Literature Index.