Global Marketing
Pearson Education Limited (Verlag)
978-1-292-25180-6 (ISBN)
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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 processes
Numerous pedagogical features such as Exhibits, Key Terms and Questions for Discussion to help you comprehend theory and apply it to the real world
End-of-part and end-of-chapter case studies to help you understand how the theory relates to real-world applications
Updated 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.
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.
Table of Contents Preface Acknowledgements Publisher's acknowledgements Abbreviations About the author Part I: The decision whether to internationalize
Global marketing in the firm
Initiation of internationalization
Internationalization theories
Development of the firm's international competitiveness
Part I Case studies Part II: Deciding which markets to enter
Global marketing research
The political and economic environment
The sociocultural environment
The international market selection process
Part II Case studies Part III: Market entry strategies
Some approaches to the choice of entry mode
Export modes
Intermediate modes
Hierarchical modes
International sourcing decisions and the role of the subsupplier
Part III Case studies Part IV: Designing the global marketing programme
Product decisions
Pricing decisions and terms of doing business
Distribution decisions
Communication decisions (promotion strategies)
Part IV Case studies Part V: Implementing and coordinating the global marketing programme
Cross-cultural sales negotiations
Organization and control of the global marketing programme
Part V Case studies Index
| Erscheinungsdatum | 31.12.2019 |
|---|---|
| Verlagsort | Harlow |
| Sprache | englisch |
| Maße | 195 x 265 mm |
| Gewicht | 1502 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| Wirtschaft ► Betriebswirtschaft / Management ► Planung / Organisation | |
| ISBN-10 | 1-292-25180-8 / 1292251808 |
| ISBN-13 | 978-1-292-25180-6 / 9781292251806 |
| Zustand | Neuware |
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