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ISBN: 9781292100142
*Precio sin IVA: 30,54 €
*Precio con IVA: 36,95 €
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Global Marketing 7th edition, 7/E (e-Book VS 12m)


By Svend Hollensen

Descripción: All good marketing is local. Global companies know this and are going "glocal".There is also a trend towards the ‘Internet of Everything’, which revolutionizes the whole marketing discipline. Svend Hollensen has captured all the latest trends very well with the new cases in his seventh edition of Global Marketing."

Philip Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University

In this era of increased globalisation, if there’s one textbook that today’s students and tomorrow’s marketers need to read, it’s Svend Hollensen’s world renowned text. For over fifteen 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 seventh edition, Global Marketing continues to be the most up-to-date and thorough text of its kind, with cutting-edge case studies and a focus on the impact of new technologies and perspectives on international marketing. This seventh edition expands on a number of new topics, including: shared economy solutions, social media, e-services and smartwatch app marketing, as well as many more.

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.

Contenido:

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 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 entry 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