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Global Marketing

Global Marketing Book
Author : Svend Hollensen
Publisher : Pearson Education
Release : 2007
ISBN : 9780273706786
Language : En, Es, Fr & De

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Book 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.

Essentials of Global Marketing

Essentials of Global Marketing Book
Author : Svend Hollensen
Publisher : Pearson Education
Release : 2008
ISBN : 9780273717843
Language : En, Es, Fr & De

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Book Description :

"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 Book
Author : Kiefer Lee,Steve Carter
Publisher : Oxford University Press
Release : 2012-03-29
ISBN : 0199609705
Language : En, Es, Fr & De

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Book Description :

'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 Book
Author : Kate Gillespie,K. Scott Swan
Publisher : Routledge
Release : 2021-09-30
ISBN : 100043866X
Language : En, Es, Fr & De

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Book Description :

Strategic, comprehensive, and concise, the fifth edition of this popular textbook introduces students to the important concepts of global marketing today, and their managerial implications. 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 strategic approach, recognizing the need to address both the forces of globalization and those of localization. Key updates include: Extensive real-life examples and cases from developed and emerging markets, including Africa, Latin America, and the Middle East; New topics such as digital distribution options, the participation of customers, and the rise of social media, including Twitter, Facebook, and TikTok; Updated exploration of often overlooked topics, such as China’s state-owned enterprises, the importance of diasporas as target markets, the threat of transnational criminal organizations to legitimate marketers, and new tensions among trading partners; A stronger recognition of the need for a growth mindset, value orientation, and innovation. Written in a student-friendly style, this fully updated new edition continues to be the textbook of choice for students of global marketing.

Global Marketing

Global Marketing Book
Author : Carlyle Farrell
Publisher : SAGE
Release : 2015-09-10
ISBN : 1473910889
Language : En, Es, Fr & De

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Book Description :

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 Strategy

Global Marketing Strategy Book
Author : Bodo B. Schlegelmilch
Publisher : Springer
Release : 2016-03-02
ISBN : 3319262793
Language : En, Es, Fr & De

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Book Description :

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 Management

Global Marketing Management Book
Author : Gustavo Morales
Publisher : Scientific e-Resources
Release : 2018-07-02
ISBN : 1839473126
Language : En, Es, Fr & De

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Book Description :

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 and Advertising

Global Marketing and Advertising Book
Author : Marieke de Mooij
Publisher : SAGE
Release : 2010
ISBN : 1412970415
Language : En, Es, Fr & De

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Book Description :

The Third Edition of the bestseller is packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter.

Global Marketing and Advertising

Global Marketing and Advertising Book
Author : Marieke de Mooij
Publisher : SAGE Publications
Release : 2013-08-27
ISBN : 1483315452
Language : En, Es, Fr & De

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Book Description :

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 Co operation and Networks

Global Marketing Co operation and Networks Book
Author : Leo Paul Dana
Publisher : Psychology Press
Release : 2000
ISBN : 0789013029
Language : En, Es, Fr & De

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Book Description :

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.

What is Global Marketing for Indie Authors

What is Global Marketing for Indie Authors  Book
Author : John Weisenberger
Publisher : Booktango
Release : 2013-05-27
ISBN : 1468931652
Language : En, Es, Fr & De

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Book Description :

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 Management System

Global Marketing Management System Book
Author : Basil Janavaras,Suresh George
Publisher : World Scientific Publishing Company
Release : 2017-04-25
ISBN : 9813201096
Language : En, Es, Fr & De

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Book Description :

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.

Global Marketing Strategies

Global Marketing Strategies Book
Author : Jean-Pierre Jeannet,Hubert D. Hennessey
Publisher : Houghton Mifflin College Division
Release : 2001
ISBN : 9780618071883
Language : En, Es, Fr & De

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Book Description :

Download Global Marketing Strategies book written by Jean-Pierre Jeannet,Hubert D. Hennessey, available in PDF, EPUB, and Kindle, or read full book online anywhere and anytime. Compatible with any devices.

Managing Global Marketing

Managing Global Marketing Book
Author : Kamran Kashani
Publisher : Pws Publishing Company
Release : 1992
ISBN : 0987650XXX
Language : En, Es, Fr & De

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Book Description :

Download Managing Global Marketing book written by Kamran Kashani, available in PDF, EPUB, and Kindle, or read full book online anywhere and anytime. Compatible with any devices.

Global Marketing and Global Human Resources Management Internationale Unternehmensf hrung

Global Marketing and Global Human Resources Management   Internationale Unternehmensf  hrung Book
Author : Lena Schmidtmann
Publisher : GRIN Verlag
Release : 2008-04
ISBN : 3638922413
Language : En, Es, Fr & De

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Book Description :

Seminar paper from the year 2004 in the subject Business economics - Business Management, Corporate Governance, grade: 1,7, University of Applied Sciences Fulda, 3 entries in the bibliography, language: English, abstract: 1. Introduction The moving of the business world into an interdependent global economic system is referred to as globalization1. The principal goal of a globalization strategy is successful economic development in different countries, but we see also the influence of the globalization process on social, political and culture life. One of most difficult barriers for this process is cultural values and norms of civilisations. Despite of process of market and production globalization and as of world modernisation that could guide to universal civilisation, the countries are different, because their evolution process and culture are different. Even if there is no reason to think, that these differences bring to conflict between civilisations in future, it is necessary to know, that making contact between various cultural societies demands great effort. In following paper we will discuses about a global marketing management, a new-product development and implementation at the global market, and also about global human resources management. We will illustrate some aspects to which a manager of an international firm must do attention doing business. We look at such elements, which constitute a firm's global managing such as: brands and their attributes, distribution system, exactly said, differences in distribution system, then we look at principal facts challenging a new-product development. Each product must be viewed in light of how it is perceived by each culture with which it comes in contact. An established product in one culture may be considered an innovation in another is critical in planning and developing consumer products for foreign markets. If we will discuss about managing functions, we will examine also global human resource management.

Global Marketing

Global Marketing Book
Author : Warren J. Keegan,Mark C. Green
Publisher : Prentice Hall
Release : 2005
ISBN : 0987650XXX
Language : En, Es, Fr & De

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Book Description :

WHAT MAKES THIS BOOK UNIQUE? Warren Keegan and Mark Green approached the fourth edition of "Global Marketing" with this goal: To write a book that reflects current issues and events, features conceptual and analytical tools that will help the reader apply the "4P"s to global marketing, and is authoritative in content yet relaxed and assured in style and tone.

Global Marketing and Advertising

Global Marketing and Advertising Book
Author : Marieke de Mooij
Publisher : SAGE
Release : 2010
ISBN : 1412970415
Language : En, Es, Fr & De

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Book Description :

The Third Edition of the bestseller is packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter.

Principles of Marketing

Principles of Marketing Book
Author : Philip Kotler,Gary Armstrong
Publisher : Pearson Education
Release : 2010
ISBN : 9780137006694
Language : En, Es, Fr & De

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Book Description :

A comprehensive, classic principles text organized around an innovative customer-value framework. Students learn how to create customer value, target the correct market, and build customer relationships.

Global Marketing Management

Global Marketing Management Book
Author : Masaaki (Mike) Kotabe,Kristiaan Helsen
Publisher : Wiley Global Education
Release : 2020-05-07
ISBN : 111963735X
Language : En, Es, Fr & De

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Book Description :

The 7th Edition of Global Marketing Management prepares students to become effective managers overseeing global marketing activities in an increasingly competitive environment. The text's guiding principle, as laid out concisely and methodically by authors Kotabe and Helsen, is that the realities of international marketing are more "multilateral." Suitable for all business majors, the text encourages students to learn how marketing managers work across business functions for effective corporate performance on a global basis and achievement of overall corporate goals. Global Marketing Management brings timely coverage in various economic and financial as well as marketing issues that arise from the acutely recessionary market environment.

Global Marketing Management

Global Marketing Management Book
Author : Warren J. Keegan,Bodo B. Schlegelmilch
Publisher : Pearson Education
Release : 2001
ISBN : 9780138418267
Language : En, Es, Fr & De

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Book Description :

This book, the leading text for students in international marketing, adopts a strategic approach reflecting the importance of multinational corporations.