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Global Marketing

Global Marketing
A Decision-oriented Approach

by Svend Hollensen

  • Publisher : Pearson Education
  • Release : 2007
  • Pages : 714
  • ISBN : 9780273706786
  • Language : En, Es, Fr & De
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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.

Essentials of Global Marketing

Essentials of Global Marketing
A Book

by Svend Hollensen

  • Publisher : Pearson Education
  • Release : 2008
  • Pages : 494
  • ISBN : 9780273717843
  • Language : En, Es, Fr & De
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"Essentials of Global Marketing" offers a concise yet innovative approach to the subject. The accessible structure takes the reader through the entire global marketing process, and fundamental concepts are illuminated by a wide range of companies around the world. Hollensen includes brand new case studies on Nintendo Wii, YouTube and the Apple iPhone to provide cutting edge examples of the theory in the real world. The book breaks new ground with the quality and extensiveness of its supporting interactive features, which include multiple choice quizzes for every chapter that can be downloaded onto your iPod, and video case studies on internationally recognised companies such as Land Rover and Tata.

Global Marketing Management

Global Marketing Management
A Book

by Kiefer Lee,Steve Carter

  • Publisher : Oxford University Press
  • Release : 2012-03-29
  • Pages : 578
  • ISBN : 0199609705
  • Language : En, Es, Fr & De
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'Global Marketing Management' provides comprehensive coverage of the issues which define marketing in the world today, equipping students with some of the most current knowledge and practical skills to help them make key management decisions in the dynamic and challenging global trade environment.

Global Marketing

Global Marketing
A Book

by Kate Gillespie

  • Publisher : Routledge
  • Release : 2015-07-03
  • Pages : 572
  • ISBN : 1317508335
  • Language : En, Es, Fr & De
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This textbook introduces students to the important concepts of global marketing today, and their managerial implications. Designed to be shorter than many other textbooks, Global Marketing focuses on getting to the point faster. Increasingly, marketing activities must be integrated at a global level. Yet, the enduring influence of culture requires marketers to adapt local strategies in light of cultural differences. Global Marketing takes a similar strategic approach, recognizing the need to address both the forces of globalization and those of localization. Other key features include: Coverage of often overlooked topics, such as the competitive rise of China’s state-owned enterprises; the importance of diasporas as target markets; and the emerging threat to legitimate marketers from transnational criminal organizations A chapter dedicated to understanding global and local competitors, setting the stage for ongoing discussion of both buyers and competitors in an increasingly competitive global marketplace Extensive real-life examples and cases from developed and emerging markets, including insights into the often-overlooked markets of Africa, Latin America, and the Middle East Written in a student-friendly style, previous editions have received praise from both students and instructors. This edition continues to build on this strong foundation, making this the book of choice for students of global marketing classes.

Global Marketing Management

Global Marketing Management
A Book

by Masaaki (Mike) Kotabe,Kristiaan Helsen

  • Publisher : John Wiley & Sons
  • Release : 2020-01-09
  • Pages : 768
  • ISBN : 1119563119
  • Language : En, Es, Fr & De
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Global Marketing Management, 8th Edition combines academic rigor, contemporary relevance, and student-friendly readability to review how marketing managers can succeed in the increasingly competitive international business environment. This in-depth yet accessible textbook helps students understand state-of-the-art global marketing practices and recognize how marketing managers work across business functions to achieve overall corporate goals. The author provides relevant historical background and offers logical explanations of current trends based on information from marketing executives and academic researchers around the world. Designed for students majoring in business, this thoroughly updated eighth edition both describes today's multilateral realities and explores the future of marketing in a global context. Building upon four main themes, the text discusses marketing management in light of the drastic changes the global economy has undergone, the explosive growth of information technology and e-commerce, the economic and political forces of globalization, and the various consequences of corporate action such as environmental pollution, substandard food safely, and unsafe work environments. Each chapter contains review and discussion questions to encourage classroom participation and strengthen student learning.

Global Marketing

Global Marketing
Practical Insights and International Analysis

by Carlyle Farrell

  • Publisher : SAGE
  • Release : 2015-09-10
  • Pages : 360
  • ISBN : 1473910889
  • Language : En, Es, Fr & De
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This new textbook introduces students to the essential concepts, theories and perspectives of Global Marketing and these are supported by real-world case studies from North America, Europe and the emerging markets of China, India and Latin America. These emerging markets are given balanced coverage alongside developed markets and the text also includes a dedicated chapter on emerging markets multinationals. Practical in its orientation, the text equips students with the tools needed to make strategic marketing decisions and find solutions in a global business environment. Key features include: A full-colour text design with photos to help bring the content to life and enhance students' learning 'Spotlight on Research’ and ‘Expand Your Knowledge’, introducing students to some of the seminal scholarly research undertaken in the field 'Real World Challenges’ offering additional engaging practice-led examples to Case Studies in chapters and providing a scenario for students to analyse and reflect upon via questions A companion website (https://study.sagepub.com/farrell) offering a range of instructor and student support materials including PowerPoint slides, a testbank for instructors and quizzes for students

Global Marketing Management

Global Marketing Management
A Book

by Gustavo Morales

  • Publisher : Scientific e-Resources
  • Release : 2018-07-02
  • Pages : 324
  • ISBN : 1839473126
  • Language : En, Es, Fr & De
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Global Marketing is invaluable text for M.Com, and MBA students studying international or global marketing. Today, many companies have trouble deciding whether using a truly global marketing strategy is right for them. There is a slight trend back toward localization due to new efficiencies of customization made possible by technology, the Internet, and new manufacturing processes. "e;Mass Customization"e; has now taken the place of "e;Mass Production."e; In today's world, the customer does not always respond to a "e;one size fits all"e; approach. Global marketing is also a field of study in general business management to provide valuable products, solutions and services to customers locally, nationally, internationally and worldwide. Global Marketing Management equips students with knowledge and skills to enable them to make key management decisions and understand how organisations may be navigated through the increasingly dynamic and challenging global trading environment. Global marketing management is of great importance to a company that is looking to offer its product in an international market. This book will give a high level overview of the planning and organization marketing leaders must address when considering a new country to sell its product in.

Global Marketing Strategy

Global Marketing Strategy
An Executive Digest

by Bodo B. Schlegelmilch

  • Publisher : Springer
  • Release : 2016-03-02
  • Pages : 249
  • ISBN : 3319262793
  • Language : En, Es, Fr & De
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This book has been written for experienced managers and students in postgraduate programs, such as MBA or specialized Masters programs. In a systematic yet concise manner, it addresses all major issues companies face when conducting business across national and cultural boundaries, including assessing and selecting the most promising overseas markets, evaluating market entry alternatives, examining the forces that drive adaptation versus standardization of the marketing mix. It looks at the various global marketing challenges from a strategic perspective and also addresses topics not usually found in international marketing texts, such as aligning marketing strategies with global organizational structures, managing the relationship between national subsidiaries, regional headquarters and global headquarters, as well as corporate social responsibility challenges, and pertinent future trends that are likely to affect global business.

Global Marketing and Advertising

Global Marketing and Advertising
Understanding Cultural Paradoxes

by Marieke de Mooij

  • Publisher : SAGE Publications
  • Release : 2013-08-27
  • Pages : 416
  • ISBN : 1483315452
  • Language : En, Es, Fr & De
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Packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, Global Marketing and Advertising (by Marieke de Mooij) offers a mix of theory and practical applications as it covers globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications.

Global Marketing Management System

Global Marketing Management System
A Book

by Basil Janavaras,Suresh George

  • Publisher : World Scientific Publishing Company
  • Release : 2017-04-25
  • Pages : 340
  • ISBN : 9813201096
  • Language : En, Es, Fr & De
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This is the second edition of the Global Marketing Management System (GMMS). The GMMS approach (GMMS book + GMMSO4 software) provides a rigorous theoretical base and a comprehensive, systematic and integrative planning process designed to guide students and managers alike through the decision-making process of a company seeking global market opportunities. The book aims to provide a structure, platform, tools and a systematic step-by-step process designed to support the creation of a strategic and applied oriented methodology to global business planning and strategy formulation. It introduces the GMMS process as a demonstration of a successful application of using web-based tools in teaching international business. The book also facilitates the ability of students to enhance their understanding of decision making in international management and bridge the gap between theory and practice. More about GMMSO GMMSO4 Student User Guide (2 MB) What is GMMS? For Professors (2 MB) What is GMMS? For Consultants and SMEs (2 MB) Contents:The Global Marketing Management System:Introduction:Globalization and the Need for a Global Business EducationProject-based Learning and GMMSOUnderstanding the Firm's Strategic Position:Information ScanningPerforming a Firm Level Strategic AnalysisSummaryThe Search for Global Markets:The Decision Making ProcessPreliminary Screening of MarketsThe Process of Screening Countries Using Three Separate Screening Matrices Performing an in-Depth Market Analysis of the Two Best MarketsMarket and Company Sales PotentialAnalyzing Market/Country Specific Competitive AnalysisIdentification of Country-entry Conditions for the FirmAnalysis of Financial and Market Entry ConditionsCreating an Entry Strategy into a Selected Market:Selecting an Entry Mode into the Target MarketThe Business Environment of the Selected MarketCreating a Marketing Plan with Its Firm Specific Goals and ObjectivesDeveloping a Product StrategyDeveloping a Pricing StrategyCreation of a Promotional StrategyDeveloping of a Distribution StrategyCreation of a Financial StrategyCreating the Organizational Structure for the New MarketUnderstanding Exit Strategy and ScenariosSummaryThe GMMSO4 Software System:GMMSO4:What Is GMMSO?Bridge the GapBenefitsBackground to the Development of the Online Version of the GMMS MethodLearning OutcomesCase Study:Lafkiotis Winery Entry into United States: A Report Created by Using the GMMSO4 SystemLafkiotis Winery's Strategic AnalysisThe Search for Global MarketEntry Strategy into the US Market Readership: Students, instructors, researchers and professionals working in the fields of marketing management, global strategy and international business.

What is Global Marketing for Indie Authors?

What is Global Marketing for Indie Authors?
A Book

by John Weisenberger

  • Publisher : Booktango
  • Release : 2013-05-27
  • Pages : 329
  • ISBN : 1468931652
  • Language : En, Es, Fr & De
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Do you want to know the secret to selling more of your self-published books? Would you like to increase the number of retailers selling your books (and your potential earnings) by 200%, 300% or more? Do you know why Amazon's KDP Select program is keeping you from achieving true global distribution of your eBooks? Would you like to know why over 50% of self-published Indie Authors made less than $500 in 2011 while the "Top Earners" of the self-publishing world are making tens of thousands; even millions of dollars per year? Global Marketing expert John Weisenberger wanted to know the answers to these questions too, so he researched, experimented, and researched some more until he discovered what it really takes to successfully market and sell a self-published book. What he found may truly shock you. It may shock you to learn how easily Amazon is duping authors into granting them the exclusive right to distribute their eBooks and no one seems to mind. And speaking of eBooks, it may also shock you to discover just how simple it can be to "go global" with the marketing and sales of your eBooks now that the old world of the big publishing houses is being replaced by a new world of digital content and eReaders. You see the simple solution to selling more self-published books is to make them more visible and "discoverable" around the world which can be accomplished using a global marketing framework called the ezGlobalPublishing™ Roadmap which consists of seven simple steps that will deliver new readers and increased global sales of your books. It doesn't matter if you're writing fictional mysteries, suspense/thrillers, or romance novels, or if you're writing non-fiction business books or how-to guides, the ezGlobalPublishing Roadmap will put your book in more retail outlets and in front of more potential buyers in as little as 90 days using today's global eBook distribution channels.

Global Marketing Co-operation and Networks

Global Marketing Co-operation and Networks
A Book

by Leo Paul Dana

  • Publisher : Psychology Press
  • Release : 2000
  • Pages : 130
  • ISBN : 0789013029
  • Language : En, Es, Fr & De
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Learn how to compete in international markets! The nature of business has changed, and Global Marketing Co-Operation and Networks explains how and why former competitors are now joining forces. Exploring co-operation, networks, and internationalization, this collection provides you with an indispensable framework for grasping the ongoing changes in global business. In addition, it includes a new, broad-based theory of international entrepreneurship that will help you master the intricacies of global marketing. Global Marketing Co-Operation and Networks features both empirical research and conceptual studies. It provides you with important research findings about the impact of internationalization on entrepreneurs, smaller firms, and multinational giants. This valuable book contains up-to-date information from top researchers in entrepreneurship from Canada, the United States, the United Kingdom, Australia, New Zealand, and Singapore. Global Marketing Co-Operation and Networks gives insight into the often confusing world of international business, explaining such difficult issues as: building networks to link smaller firms that have specialized knowledge and multinational firms that have marketing prowess establishing an international market presence with the help of supply and distribution networks that are already in place using group dynamics to establish successful networking choosing the best time to internationalize taking advantage of government-funded overseas trade missions to develop international markets Global Marketing Co-Operation and Networks is an essential resource for executives and entrepreneurs hoping to break into international business, as well as students and researchers interested in international economics, globalization, networking, and marketing strategies.

Localizing Global Marketing Strategies: Emerging Research and Opportunities

Localizing Global Marketing Strategies: Emerging Research and Opportunities
Emerging Research and Opportunities

by Harvey, Janell NaKia

  • Publisher : IGI Global
  • Release : 2019-10-25
  • Pages : 152
  • ISBN : 1799809595
  • Language : En, Es, Fr & De
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Years of technological advancements have made it possible for the smallest of trades to develop their companies to sell their products all over the world. Global marketing initiatives allow a business to adapt its services and products to nations outside of its origin, increasing its annual earnings and success. However, companies must first implement worldwide marketing programs that consider cultural dimensions and customs. Localizing Global Marketing Strategies: Emerging Research and Opportunities is a collection of innovative research on trends and strategies that are necessary to ensure the success of global marketing and identify the means of global market entry. While highlighting topics including branding, consumer management, and joint ventures, this book is ideally designed for administrators, marketers, managers, executives, entrepreneurs, industry professionals, researchers, academicians, and students seeking current research on establishing long-lasting global marketing plans for a variety of industries.

Global Marketing

Global Marketing
Contemporary Theory, Practice, and Cases

by Ilan Alon,Eugene Jaffe,Christiane Prange,Donata Vianelli

  • Publisher : Routledge
  • Release : 2016-11-10
  • Pages : 700
  • ISBN : 1317613511
  • Language : En, Es, Fr & De
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Global Marketing provides students with a truly international treatment of the key principles that every marketing manager should grasp. International markets present different challenges that require a marketer to think strategically, and apply tools and techniques creatively in order to respond decisively in a fiercely competitive environment. Alon et al. provide students with everything they need to rise to the challenge: Coverage of small and medium enterprises, as well as multinational corporations, where much of the growth in international trade and global marketing has occurred. A shift toward greater consideration of services marketing as more companies move away from manufacturing. A focus on emerging markets to equip students with the skills necessary to take advantage of the opportunities that these rapidly growing regions present. Chapters on social media, innovation, and technology teach students how to incorporate these new tools into their marketing strategy. New material on sustainability, ethics, and corporate social responsibility; key values for any modern business. Short cases and examples throughout the text show students how these principles and techniques are applied in the real world. Longer cases provide instructors and students with rich content for deeper analysis and discussion. Covering key topics not found in competing books, Global Marketing will equip students with the knowledge and confidence they need to become leading marketing managers. A companion website features an instructor’s manual with test questions, as well as additional exercises and examples for in-class use.

Global Marketing

Global Marketing
A Book

by Svend Hollensen

  • Publisher : Pearson
  • Release : 2016-07-08
  • Pages : 872
  • ISBN : 9781292100111
  • Language : En, Es, Fr & De
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"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 Hollensenhas captured all the latest trends very well with the new cases inhis 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. "The world today truly is flat, and a sound global perspective is an absolute must for all students. SvendHollensen'sGlobal Marketingprovides a thorough and comprehensive treatment that delivers on this need." Michael R. Solomon, Professor of Marketing, Haub School of Business, Saint Joseph's University, USA, and Professor of Consumer Behaviour, University of Manchester, UK The best textbook on global marketing I have come across! The case studies, many of them available online, provide an excellent basis for class discussion. Elisabeth Gotze, Vienna University of Economics and Business Excellent level of detail in each chapter to support learning around strategic global marketing decisions. The video case studies are a huge bonus and really help to bring the subject alive. Giovanna Battiston, Senior Lecturer in Marketing, Sheffield Hallam University Key Features include: A clear part structure, organised around the five main decisions that marketing people in companies face in connection to the global marketing process End of part and end of chapter case studies helping students to understand how the theory relates to real world application Video case studies (available at www.pearsoned.co.uk/hollensen), showing how practitioners are using Global Marketing in their work About the author Svend Hollensen is Associate Professor of International Marketing at the University of Southern Denmark and has worked as a marketing consultant for several international companies and organizations. As well as this book, he is the author of other Pearson texts, including"Marketing Management"and "Essentials of Global Marketing." Student resourcesspecifically written to complement this textbook are at www.pearsoned.co.uk/hollensen "

Global Marketing

Global Marketing
Perspectives and Cases

by Salah S. Hassan,Roger D. Blackwell

  • Publisher : HarperCollins Publishers
  • Release : 1994
  • Pages : 582
  • ISBN : 9780030981074
  • Language : En, Es, Fr & De
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Managing Global Marketing

Managing Global Marketing
Cases and Text

by Kamran Kashani

  • Publisher : Pws Publishing Company
  • Release : 1992
  • Pages : 508
  • ISBN : 9876543210XXX
  • Language : En, Es, Fr & De
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Global Marketing Management Update

Global Marketing Management Update
A Book

by Masaaki (Mike) Kotabe,Kristiaan Helsen

  • Publisher : Wiley
  • Release : 1999-06-09
  • Pages : 768
  • ISBN : 9876543210XXX
  • Language : En, Es, Fr & De
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The ultimate objective of this book is to help you prepare for the 21st Century and become an effective manager overseeing global marketing activities in an increasingly competitive environment. This book is the first to offer a true global, as opposed to multinational perspective on marketing. This global approach also presents marketing in a cross functional approach to the business operation. This edition addresses the reaction to the recent 1998 Asian financial crisis and how these dramatic changes and their effect on the rest of our global economy. Also, based on European countries trying to create a unified European economy, the prominent event of the introduction of a common European currency, the Euro, on January 1, 1999 has impact world wide. Issues surrounding these events are covered at length.

Global Marketing Strategies

Global Marketing Strategies
A Book

by Jean-Pierre Jeannet,Hubert D. Hennessey

  • Publisher : Unknown Publisher
  • Release : 1992
  • Pages : 899
  • ISBN : 9876543210XXX
  • Language : En, Es, Fr & De
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Global Marketing

Global Marketing
A Book

by Kate Gillespie,David Hennessey

  • Publisher : Unknown Publisher
  • Release : 2015-07-13
  • Pages : 598
  • ISBN : 9780765642950
  • Language : En, Es, Fr & De
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This textbook introduces students to the important concepts of global marketing today, and their managerial implications. Designed to be shorter than many other textbooks, Global Marketing focuses on getting to the point faster. Increasingly, marketing activities must be integrated at a global level. Yet, the enduring influence of culture requires marketers to adapt local strategies in light of cultural differences. Global Marketing takes a similar strategic approach, recognizing the need to address both the forces of globalization and those of localization. Other key features include: Coverage of often overlooked topics, such as the competitive rise of China's state-owned enterprises; the importance of diasporas as target markets; and the emerging threat to legitimate marketers from transnational criminal organizations A chapter dedicated to understanding global and local competitors, setting the stage for ongoing discussion of both buyers and competitors in an increasingly competitive global marketplace Extensive real-life examples and cases from developed and emerging markets, including insights into the often-overlooked markets of Africa, Latin America, and the Middle East Written in a student-friendly style, previous editions have received praise from both students and instructors. This edition continues to build on this strong foundation, making this the book of choice for students of global marketing classes.