Global Marketing:A decision-oriented approach

Description

Features

This book offers a truly global approach with cases and exhibits from all parts of the world, including Europe, the Middle East, Africa, the Far East, North and South America. It provides a complete and concentrated overview of the total international marketing planning process, along with many new up-to-date exhibits and cases which illustrate the theory by showing practical applications.

• Extensive coverage of hot topics such as glocalization, born globals, value creation, value net, celebrity branding, brand piracy, and viral marketing, as well as a new comprehensive section on integrated marketing communication through social networking
• Brand new case studies focus on globally recognised brands and companies operating in a number of countries, including Build-A-Bear Workshop, Hello Kitty, Ralph Lauren and Sony Music Entertainment.
• Video cases accompany every chapter and are available at www.pearsoned.co.uk/hollensen, featuring such firms as Nivea, Reebok, Starbucks, Hasbro and McDonalds. 
• Real-world examples and exhibits enliven the text and enable the reader to relate to marketing models.
• Multiple choice questions to test students’ knowledge

Table of Contents

Part 1 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 2 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 3 MARKET ENTRY STRATEGIES

9    Some approaches to the choice of entry mode
10   Export modes
11   Intermediate entry modes
12   Hierarchical modes
13   International sourcing decisions and the role of the sub-supplier

Part 4 DESIGNING THE GLOBAL MARKETING PROGRAMME

14   Product decisions
15   Pricing decisions and the terms of doing business
16   Distribution decisions
17   Communication decisions (promotion strategies)

Part 5 IMPLEMENTING AND COORDINATING THE GLOBAL MARKETING PROGRAMME

18   Cross-cultural sales negotiations
19   Organization and control of the global marketing programme

Back Cover

The globalization of companies is the involvement of customers, producers, suppliers, and other stakeholders in the global marketing process. Global marketing therefore reflects the trend of firms selling products and services across many countries. 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. 

This book offers a truly global approach with cases and exhibits from all parts of the world, including Europe, the Middle East, Africa, the Far East, North and South America. It provides a complete and concentrated overview of the total international marketing planning process, along with many new, up-to-date exhibits and cases, which illustrate the theory by showing practical applications.

·         Extensive coverage of hot topics such as glocalization, born globals, value creation, value net, celebrity branding, brand piracy, and viral marketing, as well as a comprehensive new section on integrated marketing communication through social networking.

·         Brand new case studies focus on globally recognized brands and companies operating in a number of countries, including Build-A-Bear Workshop, Hello Kitty, Ralph Lauren and Sony Music Entertainment.

·         Video cases featuring firms such as Nivea, Reebok, Starbucks, Hasbro and McDonald's accompany every chapter and are available at www.pearsoned.co.uk/hollensen. 

·         Real-world examples and exhibits enliven the text and enable the reader to relate to marketing models.

About the author

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. His other Financial Times Prentice Hall books include Marketing Management (2nd edition), published in 2010.

Svend Hollensen writes with real authority and insight having been involved in global marketing both as a manager and academic. His book provides a framework within which managers can develop their own approach to overseas markets, and is illustrated with cases and insights that aid understanding.

Professor Roger Palmer, Head of the School of Management, Henley Business School, UK

Author

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 organisations. His other Financial Times Prentice Hall books include Marketing Management (2nd edition), published in 2010.