Global Marketing (häftad)
Fler böcker inom
Format
Häftad (Paperback)
Språk
Engelska
Antal sidor
808
Utgivningsdatum
2020-01-20
Upplaga
8
Förlag
Pearson Education
Dimensioner
262 x 192 x 32 mm
Vikt
1544 g
Antal komponenter
1
ISBN
9781292251806

Global Marketing

Häftad,  Engelska, 2020-01-20
1016
  • Skickas från oss inom 7-10 vardagar.
  • Fri frakt över 249 kr för privatkunder i Sverige.
Finns även som
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.

Passar bra ihop

  1. Global Marketing
  2. +
  3. Cultures and Organizations: Software of the Mind, Third Edition

De som köpt den här boken har ofta också köpt Cultures and Organizations: Software of the Min... av Geert Hofstede, Gert Jan Hofstede, Michael Minkov (häftad).

Köp båda 2 för 1450 kr

Kundrecensioner

Har du läst boken? Sätt ditt betyg »

Fler böcker av Svend Hollensen

Övrig information

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. As well as this book, he is the author of other Pearson texts, including Marketing Management and Essentials of Global Marketing.

Innehållsförteckning

Preface

Acknowledgements

Publishers 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 firms international competitiveness

Part I Case studies

 

Part II

Deciding which markets to enter

5 Global marketing research

6 The political and economic environment

7 The sociocultural environment

8 The international market selection process

Part II Case studies

 

Part III

Market entry strategies

9 Some approaches to the choice of entry mode

10 Export modes

11 Intermediate modes

12 Hierarchical modes

13 International sourcing decisions and the role of the subsupplier

Part III Case studies

 

Part IV

Designing the global marketing programme

14 Product decisions

15 Pricing decisions and terms of doing business

16 Distribution decisions

17 Communication decisions (promotion strategies)

Part IV Case studies

 

Part V

Implementing and coordinating the global

marketing programme

18 Cross-cultural sales negotiations

19 Organization and control of the global marketing programme

Part V Case studies

 

Index