Global Marketing

Autorentext

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.

Klappentext

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.

Zusammenfassung

Teach your students the core principles of global marketing with this comprehensive guide.

Global Marketing, 8th Edition is thecore textbook for the work of marketers all around the world featuring a wealth of new and updated features around the latest technologies, trends and practices in Global Marketing. Also comes with a Revel® edition.

Inhalt

Table of Contents

Preface

Acknowledgements

Publisher's acknowledgements

Abbreviations

About the author

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 I Case studies

Part II: Deciding which markets to enter

1. Global marketing research
2. The political and economic environment
3. The sociocultural environment
4. The international market selection process

Part II Case studies

Part III: Market entry strategies

1. Some approaches to the choice of entry mode
2. Export modes
3. Intermediate modes
4. Hierarchical modes
5. International sourcing decisions and the role of the subsupplier

Part III Case studies

Part IV: Designing the global marketing programme

1. Product decisions
2. Pricing decisions and terms of doing business
3. Distribution decisions
4. Communication decisions (promotion strategies)

Part IV Case studies

Part V: Implementing and coordinating the global marketing programme

1. Cross-cultural sales negotiations
2. Organization and control of the global marketing programme

Part V Case studies

Index