Publisher's Synopsis
This book explores how multinational corporations solve business marketing problems encountered in large emerging country markets such as China, India, Russia and Poland. These countries are involved in the final stage of the globalization of markets, defined as the third wave of internationalization of firms.
Hans Jansson finds that traditional ideas and frameworks used for analyzing, forming and implementing industrial marketing in mature markets are in need of adjustment before they are applied to emerging country markets. Accordingly, he develops the international business marketing model to address the specific challenges afforded by these markets, and explores strategic business marketing issues such as:
- the adaptation of European firms' international marketing of products and projects to local networks and institutions in emerging country markets, especially to Chinese and Russian business networks
- relationship marketing during the internationalization process and of firms with diverse international experience
- the inter-linking of local and regional hubs' external market networks with internal organization networks.
International Business Marketing in Emerging Country Markets will strongly appeal to a broad academic audience, including students, lecturers and researchers with an interest in international marketing and business. Marketing and management consultants will also find much to interest them within this unique book.
