Essentials of Global Marketing offers a concise and manageable approach to the subject. The accessible structure takes the reader through the entire international marketing planning process, and fundamental concepts are illuminated by examples from a wide range of companies, small and large, from around the world.  
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Essentials of Global Marketing offers a concise and manageable approach to the subject. The accessible structure takes the reader through the entire international marketing planning process, and fundamental concepts are illuminated by examples from a wide range of companies, small and large, from around the world.  
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Part 1 - The Decision to Internationalize 1. Global Marketing in the firm 2. Initiation of internationalisation 3. Internationalisation theories   Part 2 - Deciding Which Markets to Enter4. Development of the firm's international competitiveness 5. The political and economic environment 6. The sociocultural environment 7. The international market selection process   Part 3 - Market Entry Strategies8. Some approaches to the choice of entry mode 9. Export, intermediate and hierarchical entry modes 10. International buyer-seller relationships   Part 4 - Designing the Global Marketing Programme11. Product and pricing decisions 12. Distribution and communication decisions   Part 5 - Implementing and Coordinating the Global Marketing Programme13. Cross-cultural sales negotiations 14. Organisation and control of the global marketing programme
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Essentials of Global Marketing offers a concise and manageable approach to the subject. The accessible structure takes the reader through the entire international marketing planning process. Fundamental concepts are illuminated by examples from a wide range of companies, small and large, from around the world.   This second edition builds on the success of the first and continues to break new ground with: Information from the latest journal articles and up-to-date company facts. New coverage of modern concepts such as hybrid sales channels, service-dominant logic and social media marketing, especially Web 2.0 and crowd-sourcing. New coverage of BRIC countries, special cultural issues in China, gift-giving in different cultures and marketing to ‘bottom of pyramid’ (BOP) in emerging countries. Coverage of corporate social responsibility. New case studies from companies such as Barnes & Noble, Amazon, Zam Zam Cola, Green Toys and Polaroid Eyewear. New interactive features for students and lecturers, hosted at www.pearsoned.co.uk/hollensen, including multiple choice quizzes for every chapter, video case studies of internationally recognized companies to accompany each part, a 28-page downloadable appendix covering marketing research and the decision-support system, and, for lecturers, media-rich PowerPoint slides. 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.  Svend Hollensen is Associate Professor of International Marketing at the University of Southern Denmark and has worked as a marketing consultant for several international companies and organizations. www.pearsoned.co.uk/hollensen  
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Concise and manageable with an accessible structure that takes the reader through the entire international marketing planning process. Fundamental concepts are illuminated by examples from a wide range of companies, small and large, from around the world.   Information from the latest journal articles and up-to-date company facts. New coverage of… ·        modern concepts such as hybrid sales channels, service-dominant logic and social media marketing, especially Web 2.0 and crowd-sourcing. ·        BRIC countries, special cultural issues in China, gift-giving in different cultures and marketing to ‘bottom of pyramid’ (BOP) in emerging countries. ·        corporate social responsibility. New case studies from companies such as Barnes & Noble, Amazon, Zam Zam Cola, Green Toys and Polaroid Eyewear.
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This second edition builds on the success of the first and continues to break new ground with: ·        New chapter on Marketing Research ·        New journal articles and up-to-date company information. ·        New coverage of modern concepts such as Hybrid sales channels, Service-Dominant Logic and Social Media Marketing, especially Web 2.0 and crowd-sourcing. ·        New coverage of BRIC-countries, ‘Special Cultural issues in China’, Gift-giving in different cultures and marketing to ‘Bottom of Pyramid’ (BOP) in emerging countries ·        A special Corporate Social Responsibility section. ·        New case studies from companies such as Barnes and Noble, Amazon, ZamZam Cola, Green Toys and Polaroid Eyewear. ·        New interactive features for you and your students, including multiple choice quizzes for every chapter available to download onto your iPod, video case studies on internationally recognised companies to accompany every chapter, downloadable Appendices and media-rich PowerPoint slides.
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Produktdetaljer

ISBN
9780273756545
Publisert
2012-07-12
Utgave
2. utgave
Utgiver
Vendor
Pearson Education Limited
Vekt
1004 gr
Høyde
266 mm
Bredde
197 mm
Dybde
24 mm
Aldersnivå
U, 05
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
560

Forfatter

Biographical note

Svend Hollensen is Associate Professor of International Marketing at the University of Southern Denmark and has worked as a marketing consultant for several international companies and organisations.