Essentials of Global Marketing

Series
Financial Times
Author
Svend Hollensen  
Publisher
Pearson
Cover
Softcover
Edition
2
Language
English
Total pages
528
Pub.-date
July 2012
ISBN13
9780273756545
ISBN
0273756540
Related Titles



Description

Essentials of Global Marketing offers a concise and manageable approach to the subject. The accessible structure takes the reader through the entire international marketing planning process, and fundamental concepts are illuminated by examples from a wide range of companies, small and large, from around the world.  

Features

Concise and manageable with an accessible structure that takes the reader through the entire international marketing planning process.

Fundamental concepts are illuminated by examples from a wide range of companies, small and large, from around the world.  

Information from the latest journal articles and up-to-date company facts.

New coverage of…

·        modern concepts such as hybrid sales channels, service-dominant logic and social media marketing, especially Web 2.0 and crowd-sourcing.

·        BRIC countries, special cultural issues in China, gift-giving in different cultures and marketing to ‘bottom of pyramid’ (BOP) in emerging countries.

·        corporate social responsibility.

New case studies from companies such as Barnes & Noble, Amazon, Zam Zam Cola, Green Toys and Polaroid Eyewear.


New to this Edition

This second edition builds on the success of the first and continues to break new ground with:

·        New chapter on Marketing Research

·        New journal articles and up-to-date company information.

·        New coverage of modern concepts such as Hybrid sales channels, Service-Dominant Logic and Social Media Marketing, especially Web 2.0 and crowd-sourcing.

·        New coverage of BRIC-countries, ‘Special Cultural issues in China’, Gift-giving in different cultures and marketing to ‘Bottom of Pyramid’ (BOP) in emerging countries

·        A special Corporate Social Responsibility section.

·        New case studies from companies such as Barnes and Noble, Amazon, ZamZam Cola, Green Toys and Polaroid Eyewear.

·        New interactive features for you and your students, including multiple choice quizzes for every chapter available to download onto your iPod, video case studies on internationally recognised companies to accompany every chapter, downloadable Appendices and media-rich PowerPoint slides.

Table of Contents

Part 1 - The Decision to Internationalize

1. Global Marketing in the firm
2. Initiation of internationalisation
3. Internationalisation theories

 

Part 2 - Deciding Which Markets to Enter
4. Development of the firm's international competitiveness
5. The political and economic environment
6. The sociocultural environment
7. The international market selection process

 

Part 3 - Market Entry Strategies
8. Some approaches to the choice of entry mode
9. Export, intermediate and hierarchical entry modes
10. International buyer-seller relationships

 

Part 4 - Designing the Global Marketing Programme
11. Product and pricing decisions
12. Distribution and communication decisions

 

Part 5 - Implementing and Coordinating the Global Marketing Programme
13. Cross-cultural sales negotiations
14. Organisation and control of the global marketing programme

Back Cover

Essentials of Global Marketing offers a concise and manageable approach to the subject. The accessible structure takes the reader through the entire international marketing planning process. Fundamental concepts are illuminated by examples from a wide range of companies, small and large, from around the world.  

This second edition builds on the success of the first and continues to break new ground with:

  • Information from the latest journal articles and up-to-date company facts.
  • New coverage of modern concepts such as hybrid sales channels, service-dominant logic and social media marketing, especially Web 2.0 and crowd-sourcing.
  • New coverage of BRIC countries, special cultural issues in China, gift-giving in different cultures and marketing to ‘bottom of pyramid’ (BOP) in emerging countries.
  • Coverage of corporate social responsibility.
  • New case studies from companies such as Barnes & Noble, Amazon, Zam Zam Cola, Green Toys and Polaroid Eyewear.

New interactive features for students and lecturers, hosted at www.pearsoned.co.uk/hollensen, including multiple choice quizzes for every chapter, video case studies of internationally recognized companies to accompany each part, a 28-page downloadable appendix covering marketing research and the decision-support system, and, for lecturers, media-rich PowerPoint slides.

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. 

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.

www.pearsoned.co.uk/hollensen

 

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.


Instructor Resources