Global Marketing

Description

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.  

Contents

Preface to the fourth edition
Guided tour of the book
Acknowledgements
Publisher's acknowledgements
Abbreviations
E-marketing terminology
About the author
PART I THE DECISION WHETHER TO INTERNATIONALIZE
1 Global marketing in the firm
2 Initiation of internalization
3 Internationalization theories
4 Development of the firm's international competitiveness
Part I Case studies
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 II Case studies
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 III Case studies
PART IV DESIGNING THE GLOBAL MARKETING PROGRAMME
14 Product designs
15 Pricing decisions and terms of doing business
16 Distribution decisions
17 Communication decisions (promotion strategies)
Part IV Case studies
PART V IMPLEMENTING AND COORDINATING THE GLOBAL MARKETING PROGRAMME
18 Cross-cultural sales negotiations
19 Organization and control of the global marketing programme
Part V Case studies
Index

EXCLUSIVE TO THE WEB:
20 Global e-marketing