Produktdetaljer
ISBN
9781292251806
Publisert
2020-01-13
Utgave
8. utgave
Utgiver
Vendor
Pearson Education Limited
Vekt
1502 gr
Høyde
265 mm
Bredde
195 mm
Dybde
30 mm
Aldersnivå
UU, 05
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
808
Forfatter
Biographical note
Svend Hollensen is an Associate Professor of International Marketing at the University of Southern Denmark and has worked as a marketing consultant for several international companies and organisations. As well as this book, he is the author of other Pearson texts, including Marketing Management and Essentials of Global Marketing.
Learn and develop essential skills around core global marketing strategies. Global Marketing, 8th Edition by Svend Hollensen, has been the definitive guide to international marketing for nearly twenty years and a core textbook for the work of marketers all around the world. This textbook is ideal for undergraduate and postgraduate students studying international marketing, as well as any practitioners who wish to take their global marketing strategies to the next level. Fully updated, this new edition covers the latest technologies, trends and practices in Global Marketing, including AI, the shared economy, subscription-based pricing and omnichannel strategies. Key Features include: A clear structure around the five main decisions marketing executives face in connection to the global marketing processesNumerous pedagogical features such as Exhibits, Key Terms and Questions for Discussion to help you comprehend theory and apply it to the real worldEnd-of-part and end-of-chapter case studies to help you understand how the theory relates to real-world applicationsUpdated case studies, including new chapter cases on Bumble, Jissbon and Waymo With cutting-edge case studies and a focus on the impact of new technologies on international marketing, this edition continues to be the most up-to-date and comprehensive text around the discipline.
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Table of Contents Preface Acknowledgements Publisher's acknowledgements Abbreviations About the author Part I: The decision whether to internationalize Global marketing in the firmInitiation of internationalizationInternationalization theoriesDevelopment of the firm's international competitiveness Part I Case studies Part II: Deciding which markets to enter Global marketing researchThe political and economic environmentThe sociocultural environmentThe international market selection process Part II Case studies Part III: Market entry strategies Some approaches to the choice of entry modeExport modesIntermediate modesHierarchical modesInternational sourcing decisions and the role of the subsupplier Part III Case studies Part IV: Designing the global marketing programme Product decisionsPricing decisions and terms of doing businessDistribution decisionsCommunication decisions (promotion strategies) Part IV Case studies Part V: Implementing and coordinating the global marketing programme Cross-cultural sales negotiationsOrganization and control of the global marketing programme Part V Case studies Index
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For nearly twenty years Global Marketing has been the definitive, truly international guide to marketing. During that time, borders have become ever more transient and this book more central to the work of marketers all around the world. Now into its eighth edition, Global Marketing continues to be the most up-to-date and comprehensive text of its kind, with cutting-edge case studies and a focus on the impact of new technologies and perspectives on international marketing. Key Features include: · A clear part structure, organised around the five main decisions that marketing people in companies face in connection to the global marketing process · Numerous pedagogical features such as Exhibits, Key Terms and Questions for Discussion to help students comprehend theory and apply it to the real world. · End of part and end of chapter case studies helping students to understand how the theory relates to real world application. It is ideal for undergraduate and postgraduate students studying international marketing, and for any practitioners who want to take their global marketing strategies to the next level.
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New and updated features of this title The content of the new edition revolves around three major themes. "Globalisation": this new edition discusses the interaction between both 'local' and 'global' concepts."Internet of Things" (loT): this new aspect is reflected in most cases and incorporated in all parts of daily communication and buying behaviour."Social Media Marketing": playing the most important role, the content is structured around the well-known stages that SMEs go through when they internationalise. Chapters are fully updated to cover the latest technologies, trends and practices in global marketing. Updates include: Chapter 1: 'Artificial Intelligence (AI)' extends the concept of providing customer value and its focus on the global marketing planning process.Chapter 4: Expanded section about the 'sharing economy'.Chapter 6: Shows the role of the home government in the case of Chinese Huawei Technologies Corporation.Chapter 14: Now contains an extended section about how Internet-of-Things (loT) can be integrated into the global marketing process.Chapter 15: introduces the concept of 'subscription-based pricing'Chapter 16: now shows and explains the whole process from the single-channel strategy to the omnichannel strategy.
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Produktdetaljer
ISBN
9781292251806
Publisert
2020-01-13
Utgave
8. utgave
Utgiver
Vendor
Pearson Education Limited
Vekt
1502 gr
Høyde
265 mm
Bredde
195 mm
Dybde
30 mm
Aldersnivå
UU, 05
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
808
Forfatter
Biographical note
Svend Hollensen is an Associate Professor of International Marketing at the University of Southern Denmark and has worked as a marketing consultant for several international companies and organisations. As well as this book, he is the author of other Pearson texts, including Marketing Management and Essentials of Global Marketing.