Global Marketing - A Decision-oriented Approach, with Student Access Kit (Broché)

3e édition

Svend Hollensen

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  • Longman

  • Paru le : 01/10/2004
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"The main raison we use this book is that while it has many strengths, it does not really have any major weakness". Henrik Agndal, Jonkoping International Business Scholl, Sweden. Comprehensive and extremely readable, Global Marketing : a decision-oriented approach provides an analytic decision-oriented framework to help students and practicioners alike develop and implement successful global marketing programs. After reading this book, you will feel confident in analyzing, selecting and evaluating the appropriate conceptual frameworks with which to approach the five main management decisions of the global marketing process - 1) wether to internationalize ; 2) deciding which markets to enter ; 3) determining how to enter the foreign market ; 4) designing the global marketing program ; and 5) implementing and coordinating the global marketing program. Special coverage, new perspectives ! In addition to special coverage on SMEs as global marketing players, buyer-seller relationships, value-chain, market-responsiveness, internet marketing, and up-to-date cases, this book provides new perspectives on : Forces for Global Integration and Market Responsiveness (Chapter 1) ; Internationalization of SMEs and of services (Chapter 3) ; Individual Competitiveness and Time-Based Competition (Chapter 4) ; International Marketing Research (Chapter 5) ; EMU and the Euro (Chapter 6) ; International Mobile Marketing (Chapter 14) ; Knowledge Management and Learning Across Borders (Chapter 19) ; Global Account Management (GAM) (Chapter 20). "[Hollensen] offers a very good mix of examples and illustrations from all regions of the world. [There are] excellent cases and vignettes - [just] the right length and level of detail". Dr. Helen Perks, UMIST.
  • THE DECISION WHETHER TON INTERNATIONALIZE
    • Global marketing in the firm
    • Initiation of internationalization
    • Internationalization theories
    • Development of the firm's international competitiveness
  • DECIDING WHICH MARKETS TO ENTER
    • Global marketing research
    • The political and economic environment
    • The sociocultural environment
    • The international market selection process
  • MARKET ENTRY STRATEGIES
    • Some approaches to the choice of entry mode ; Export modes
    • Intermediate entry mode
    • Hierarchical modes
    • International sourcing decisions and the role of the subsupplier
    • Global e-marketing
  • DESIGNING THE GLOBAL MARKETING PROGRAM
    • Product decisions
    • Pricing decisions and terms of doing business
    • Distribution decisions
    • Communication decisions (promotion strategies)
  • IMPLEMENTING AND COORDINATING THE GLOBAL MARKETING PROGRAM
    • Cross-cultural sales negociations
    • Organization and control of the global marketing program
  • Date de parution : 01/10/2004
  • Editeur : Longman
  • ISBN : 1-4058-1039-4
  • EAN : 9781405810395
  • Présentation : Broché
  • Nb. de pages : 717 pages
  • Poids : 1.475 Kg
  • Dimensions : 19,5 cm × 26,0 cm × 2,8 cm

Biographie de Svend Hollensen

Svend Hollensen is an Associate Professor at the University of Southern Denmark. His books include Marketing Management, and Marketing Research - An International Approach (with Marcus Schmidt), also published with Pearson Education.

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