Hollensen:Global Marketing_p6, 6th Edition
©2014 |Pearson |
Svend Hollensen, University of South Denmark
©2014 |Pearson |
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.
New/Updated Case Studies:
Hunter Boot Ltd - The British iconic brand is moving into exclusive fashion
Zumba - A dance phenomenon is going global
Microsoft ‘Surface’ tablet - The software producer is moving into the hardware tablet PC market and is challenging Apple with its “Surface” brand
LEGO - The world’s third largest toy manufacturer is moving into girls’ domain with LEGO Friends
Cirque du Soleil Inc. - The show that revolutionized the circus arts is expanding their global scope
ARM - Challenges Intel in the world market of computer chips
Bosch Indego - How to build B2B and B2C relationships in a new global product market: Robotic lawn-mower
Tupperware - The global direct distribution model is still working
ZamZam Cola - Marketing of a Muslim cola to the European market
Completely New Part Cases
Adidas sportswear- The no. 2 in the global sportswear market is challenging no 1, Nike
Gerolsteiner - A German bottled water manufacturer is trying to increase its global market share
Porsche - International Market Selection (IMS) for the exclusive sports car brand
Tetra Pak - How to create B2B relationships to the food industry on a global level
Red Bull – The global market leader in energy drinks is considering further maket expansion
Polaroid Eyewear – Can the iconic brand achieve a comeback on the sunglass industry?
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 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 III 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 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 V IMPLEMENTING AND COORDINATING THE GLOBAL MARKETING PROGRAMME
18 Cross-cultural sales negotiations
19 Organization and control of the global marketing programme
Global Marketing Instructor's Manual on the Web
Global Marketing PowerPoints on the Web
Global Marketing MyTest
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