(eBook PDF) Global Marketing 7th Edition by Svend Hollensen – Digital Ebook – Instant Delivery Download
Product details:
- ISBN-10 : 1292100117
- ISBN-13 : 978-1292100111
- Author: Hollensen
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.
Table 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 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
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