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Global Marketing : a Decision-Oriented Approach 4th Ed. Svend Hollensen.

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Global Marketing : a Decision-Oriented Approach 4th Ed. Svend Hollensen.
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Global marketing : a decision-oriented approach 4th ed. Svend Hollensen.

Pages: 753
Publisher: Pearson Education
Publication date: 26 Apr 2007
Search score: 36.20 eISBN-13: 9781408212011 eISBN-10: 1408212013
Print ISBNs:
PB: 9780273706786, 0273706780
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.
BIC Classification: KM
Dewey Decimal Classification: 658.84
Library of Congress Classification: HF1416

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Table of Contents

Skip table of contentsContents
Preface to the fourth edition
Guided tour
Acknowledgements
Publisher's acknowledgements
Abbreviations
About the author
Part I The decision whether to internationalize
1 Global marketing in the firm
Learning objectives
1. Introduction
1.2 Development of the ‘global marketing’ concept
1.3 Comparison of the global marketing and management style of SMEs and LSEs
1.4 Forces for ‘global integration’ and ‘market responsiveness’
1.5 The value chain as a framework for identifying international competitive advantage
1.6 Value shop and the ‘service value chain’
1.7 Information business


References: Part V Case studies V.1 Femilet: A SME is seeking a foothold in the European lingerie market V.2 Sony BMG: New worldwide organizational structure and the marketing, planning and budgeting of Dido 's new album V.3 Philips Shavers: Maintaining shaving leadership in the world market V.4 Vipp AS: A SME uses global branding to break into the international waste bin business Index
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