Global Marketing

Svend Hollensen

717 pages, parution le 02/06/2004 (3^eme édition)

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Résumé

Comprehensive and user-friendly, Global Marketing: A Decision-Oriented Approach, 3e, by Svend Hollensen, is written from the perspective of the firm competing in international markets. Developed primarily for undergraduate and graduate courses in global/international marketing, this book will also appeal to marketing managers who wish to keep abreast of the most recent developments in the field of global marketing.

New to this Edition!

Completely updated to lead you into the 21^st century, other changes include:

A new section on Forces for Global Integration and Market Responsiveness (Chapter 1)
New coverage (Chapter 3) on Internationalization of SMEs and of services
A new section (Chapter 4) on Individual Competitiveness and Time-Based Competition
New Chapter 5 on International Marketing Research
A new section (Chapter 6) on the EMU and the Euro
A new section (Chapter 14) on International Mobile Marketing
Comprehensive coverage of Knowledge Management and Learning Across Borders (Chapter 19)
More extensive coverage on Global Account Management (GAM) (Chapter 20)

Features

The book is written from the perspective of the firm competing in international markets.
Decision/action – orientated approach.
Focus on SMEs as global market players.
Focus on SMEs as subsuppliers on the global market.
Value chain approach.
Market responsive approach.
Covers hot topics like Internet marketing and use of Internet in global market research.
Focus on global marketing in Far East countries (e.g. China)
Up-to-date cases

L'auteur - Svend Hollensen

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

Sommaire

The Decision Whether to Internationalize
- Global marketing in the firm
- Initiation of internalization
- Internationalization theories
- Development of the firm's international competitiveness
- Part I Case studies
Deciding which Markets to Enter
- Global marketing research
- The political and economic environment
- The sociocultural environment
- The international market selection process
- Part II Case studies
Market Entry Strategies
- Some approaches to the choice of entry mode
- Export modes
- Intermediate entry modes
- Hierarchical modes
- International sourcing decisions and the role of the subsupplier
- Global e-marketing
- Part III Case studies
Designing the Global Marketing Programme
- Product designs
- Pricing decisions and terms of doing business
- Distribution decisions
- Communication decisions (promotion strategies)
- Part IV Case studies
Implementing and Coordinating the Global Marketing Programme
- Cross-cultural sales negotiations
- Organization and control of the global marketing programme
- Part V Case studies

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Prentice Hall
Auteur(s)	Svend Hollensen
Parution	02/06/2004
Édition	3^eme édition
Nb. de pages	717
Format	19,5 x 26,5
Couverture	Broché
Poids	1400g
Intérieur	Noir et Blanc
EAN13	9780273678397
ISBN13	978-0-273-67839-7