Global marketing a decision oriented approach 4th Edition by Svend Hollensen ISBN 978-0273706786 0273706780
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Product details:
ISBN 10: 0273706780
ISBN 13: 978-0273706786
Author: Svend Hollensen
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.
Extensive coverage of hot topics such as blue ocean strategy; celebrity branding; brand piracy; and viral marketing.
Brand new case studies focus on globally recognised brands and companies operating in a number of countries, including IKEA, Philips, Nokia, Guinness and Cereal Partners Worldwide.
All new video cases accompany every chapter and are available at www.pearsoned.co.uk/hollensen, featuring such firms as Nike, Starbucks, BMW, Ford and McDonalds
Table of contents:
1 Global marketing in the firm
2 Initiation of internalization
3 Internationalization theories
4 Development of the firm’s international competitiveness
5 Global marketing research
6 The political and economic environment
7 The sociocultural environment
8 The international market selection process
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 subsupplier
14 Product designs
15 Pricing decisions and terms of doing business
16 Distribution decisions
17 Communication decisions (promotion strategies)
18 Cross-cultural sales negotiations
19 Organization and control of the global marketing programme
20 Global e-marketing
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