Global Marketing

8. Auflage 2020
ISBN: 978-1-292-25180-6
Verlag: Pearson

Buch, Englisch, 808 Seiten, Format (B × H): 260 mm x 192 mm, Gewicht: 1458 g

Learn and develop essential skills around core global marketing strategies.

Global Marketing, 8th Edition by Svend Hollensen, has been the definitive guide to international marketing for nearly twenty years and a core textbook for the work of marketers all around the world.

This textbook is ideal for undergraduate and postgraduate students studying international marketing, as well as any practitioners who wish to take their global marketing strategies to the next level. Fully updated, this new edition covers the latest technologies, trends and practices in Global Marketing, including AI, the shared economy, subscription-based pricing and omnichannel strategies.

Key Features include:

• A clear structure around the five main decisions marketing executives face in connection to the global marketing processes
• Numerous pedagogical features such as Exhibits, Key Terms and Questions for Discussion to help you comprehend theory and apply it to the real world
• End-of-part and end-of-chapter case studies to help you understand how the theory relates to real-world applications
• Updated case studies, including new chapter cases on Bumble, Jissbon and Waymo

With cutting-edge case studies and a focus on the impact of new technologies on international marketing, this edition continues to be the most up-to-date and comprehensive text around the discipline.

Autoren/Hrsg.

Hollensen, Svend

Inhaltsverzeichnis

Table of Contents Preface Acknowledgements Publisher's acknowledgements Abbreviations About the author 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

1. Global marketing research
2. The political and economic environment
3. The sociocultural environment
4. The international market selection process

Part II Case studies Part III: Market entry strategies

1. Some approaches to the choice of entry mode
2. Export modes
3. Intermediate modes
4. Hierarchical modes
5. International sourcing decisions and the role of the subsupplier

Part III Case studies Part IV: Designing the global marketing programme

1. Product decisions
2. Pricing decisions and terms of doing business
3. Distribution decisions
4. Communication decisions (promotion strategies)

Part IV Case studies Part V: Implementing and coordinating the global marketing programme

1. Cross-cultural sales negotiations
2. Organization and control of the global marketing programme

Part V Case studies Index

Über Autor(innen)

Svend Hollensen is an Associate Professor of International Marketing at the University of Southern Denmark and has worked as a marketing consultant for several international companies and organisations. As well as this book, he is the author of other Pearson texts, including Marketing Management and Essentials of Global Marketing .