Global Marketing : A Decision-Oriented Approach
by Hollensen, SvendEdition: 4th
Format: Paperback
Pub. Date: 2007-01-01
Publisher(s): Prentice Hall
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Summary
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. Extensive coverage of hot topics such as blue ocean strategy; celebrity branding; brand piracy; and viral marketing. Brand new case studies focus on globally recognised brands and companies operating in a number of countries, including IKEA, Philips, Nokia, Guinness and Cereal Partners Worldwide. All new video cases accompany every chapter and are available at www.pearsoned.co.uk/hollensen, featuring such firms as Nike, Starbucks, BMW, Ford and McDonalds.
Table of Contents
| Preface to the fourth edition | |
| Guided tour of the book | |
| Acknowledgements | |
| Publisher's acknowledgements | |
| Abbreviations | |
| E-marketing terminology | |
| About the author | |
| The Decision Whether to Internationalize | |
| Global marketing in the firm | |
| Initiation of internalization | |
| Internationalization theories | |
| Development of the firm's international competitiveness | |
| Case studies | |
| Deciding Which Markets to Enter | |
| Global marketing research | |
| The political and economic environment | |
| The sociocultural environment | |
| The international market selection process | |
| Case studies | |
| Market Entry Strategies | |
| Some approaches to the choice of entry mode | |
| Export modes | |
| Intermediate entry modes | |
| Hierarchical modes | |
| International sourcing decisions and the role of the subsupplier | |
| Case studies | |
| Designing the Global Marketing Programme | |
| Product designs | |
| Pricing decisions and terms of doing business | |
| Distribution decisions | |
| Communication decisions (promotion strategies) | |
| Case studies | |
| Implementing and Coordinating the Global Marketing Programme | |
| Cross-cultural sales negotiations | |
| Organization and control of the global marketing programme | |
| Index | |
| Exclusive to The Web | |
| Global e-marketing | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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