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Global Marketing 7th ed

Global Marketing 7th ed

Autorzy
Wydawnictwo Pearson Education
Data wydania 01/06/2016
Wydanie 7
Liczba stron 872
Forma publikacji książka w miękkiej oprawie
Poziom zaawansowania Dla profesjonalistów, specjalistów i badaczy naukowych
Język angielski
ISBN 9781292100111
Kategorie Sprzedaż i marketing, Przedsiębiorstwa międzynarodowe
268.00 PLN (z VAT)
$67.72 / €62.19 / £52.30 /
Produkt dostępny
Dostawa 2 dni
Ilość
Do schowka

Opis książki

"All good marketing is local. Global companies know this and are going "glocal".There is also a trend towards the 'Internet of Everything', which revolutionizes the whole marketing discipline. Svend Hollensen has captured all the latest trends very well with the new cases in his seventh edition of Global Marketing." Philip Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University 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. It is ideal for undergraduate and postgraduate students studying international marketing, and for any practitioners who want to take their global marketing strategies to the next level. "The world today truly is flat, and a sound global perspective is an absolute must for all students. Svend Hollensen's Global Marketing provides a thorough and comprehensive treatment that delivers on this need." Michael R. Solomon, Professor of Marketing, Haub School of Business, Saint Joseph's University, USA, and Professor of Consumer Behaviour, University of Manchester, UK "The best textbook on global marketing I have come across! The case studies, many of them available online, provide an excellent basis for class discussion." Elisabeth Goetze, Vienna University of Economics and Business "Excellent level of detail in each chapter to support learning around strategic global marketing decisions. The video case studies are a huge bonus and really help to bring the subject alive. " Giovanna Battiston, Senior Lecturer in Marketing, Sheffield Hallam University Key Features include: A clear part structure, organised around the five main decisions that marketing people in companies face in connection to the global marketing process End of part and end of

Global Marketing 7th ed

Spis treści

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 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 decisions

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

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