Global Marketing

Svend Hollensen (Autor)

Buch | Softcover

840 Seiten

2013 | 6th edition
Pearson Education Limited (Verlag)
978-0-273-77316-0 (ISBN)

Infos

The globalization of companies is the involvement of customers, producers, suppliers, and other stakeholders in the global marketing process. Global marketing therefore reflects the trend of firms selling products and services across many countries. Drawing on an incomparable breadth of international examples, Svend Hollensen not only demonstrates how global marketing works, but also how it relates to real decisions around the world.



This book offers a truly global approach with cases and exhibits from all parts of the world, including Europe, the Middle East, Africa, the Far East, North and South America. It provides a complete and concentrated overview of the total international marketing planning process, along with many new, up-to-date exhibits and cases, which illustrate the theory by showing practical applications.



Extensive coverage of hot topics such as glocalization, born globals, value creation, value net, celebrity branding, brand piracy, and viral marketing, as well as a comprehensive new section on integrated marketing communication through social networking.
Brand new case studies focus on globally recognized brands and companies operating in a number of countries, including Build-A-Bear Workshop, Hello Kitty, Ralph Lauren and Sony Music Entertainment.
Video cases featuring firms such as Nivea, Reebok, Starbucks, Hasbro and McDonald's accompany every chapter and are available at www.pearsoned.co.uk/hollensen.
Real-world examples and exhibits enliven the text and enable the reader to relate to marketing models.

Inhalt

Part I THE DECISION WHETHER TO INTERNATIONALIZE

1 Global marketing in the firm

2 Initiation of internationalization

3 Internationalization theories

4 Development of the firm's international competitiveness



Part II DECIDING WHICH MARKETS TO ENTER

5 Global marketing research

6 The political and economic environment

7 The sociocultural environment

8 The international market selection process



Part III MARKET ENTRY STRATEGIES

9 Some approaches to the choice of entry mode

10 Export modes

11 Intermediate entry modes

12 Hierarchical modes

13 International sourcing decisions and the role of the sub-supplier



Part IV DESIGNING THE GLOBAL MARKETING PROGRAMME

14 Product decisions

15 Pricing decisions and terms of doing business

16 Distribution decisions

17 Communication decisions (promotion strategies)



Part V IMPLEMENTING AND COORDINATING THE GLOBAL MARKETING PROGRAMME

18 Cross-cultural sales negotiations

19 Organization and control of the global marketing programme

Produkt-Details

• Erscheint lt. Verlag: 18.9.2013
• Verlagsort: Harlow
• Sprache: englisch
• Maße: 196 x 261 mm
• Gewicht: 1496 g
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Planung / Organisation
• ISBN-10: 0-273-77316-X / 027377316X
• ISBN-13: 978-0-273-77316-0 / 9780273773160
• Zustand: Neuware