Global Marketing 4/e
Drawing on an incomparable breadth of international examples, Global Marketing not only demonstrates how global marketing works, but also how it relates to real decisions around the world.
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Global Marketing 4/e
Drawing on an incomparable breadth of international examples, Global Marketing not only demonstrates how global marketing works, but also how it relates to real decisions around the world. Written from the perspective of firms competing in international markets, irrespective of their country of origin, this book provides a complete and concentrated overview of the total international planning process.
Features:
- A truly global marketing book, with new up-to-date cases and exhibits from all parts of the world, including Europe, the Middle East, Africa, the Far East, North and South America and India
- Special focus on India, with several cases, exhibits and sections based on contemporary Indian organizations and their global marketing issues
- Extensive coverage of hot topics such as blue ocean strategy, celebrity branding, brand piracy, and viral marketing
- Coverage of the emerging market economies, global buyer–seller relationships and focus on SMEs as global marketing players
Contents:
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 subsupplier
Part IV: Designing the Global Marketing Programme
14. Product decisions
15. Pricing decisions and the 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
20. Global e-marketing
| Book | |
|---|---|
| Author | Hollensen / Benerjee |
| Pages | 792 |
| Year | 2009 |
| ISBN | 9788131728147 |
| Publisher | Pearson |
| Language | English |
| Uncategorized | |
| Edition | 4/e |
| Weight | 1.22 kg |
| Dimensions | 20.3 x 25.4 x 4.7 cm |
| Binding | Paperback |