Księgarnia naukowa
English Polski
Dostęp on-line

Książki

0.00 PLN
Schowek (0) 
Schowek jest pusty
Wydawcy udostępniają darmowe zasoby na czas epidemii


Hollensen: Global Marketing_p8

Hollensen: Global Marketing_p8

Autorzy
Wydawnictwo Pearson Education Limited
Data wydania 14/01/2020
Liczba stron 808
Forma publikacji książka w miękkiej oprawie
Poziom zaawansowania Dla profesjonalistów, specjalistów i badaczy naukowych
ISBN 9781292251806
Kategorie Sprzedaż i marketing, Przedsiębiorstwa międzynarodowe
Zastępuje 9781292100111
Zapytaj o ten produkt
Zapytaj o tę książkę
E-mail
Pytanie
  Wyślij
Do schowka

Opis książki

Learn and develop skills involving strategic global marketing decision-making Global Marketing, 8th Edition, by Hollensen continues to be the most up-to-date and comprehensive text of its kind, with cutting-edge case studies and a focus on the impact of new technologies and perspectives on international marketing. For nearly twenty years this title 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. 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 Numerous pedagogical features such as Exhibits, Key Terms and Questions for Discussion to help you comprehend theory and apply it to the real world End of part and end of chapter case studies to help you understand how the theory relates to real world application New to this edition: The 8th Edition is concentrated around three major themes: 'glocalization', 'internet of everything' and 'social media marketing' Fully updated to cover the latest technologies, trends and practices in global marketing including AI, the shared economy, subscription-based pricing and omni-channel strategies Case studies are updated throughout the book including new chapter cases on Bumble, Jissbon and Waymo This book is ideal for undergraduate and postgraduate students studying international marketing, and for any practitioners who wish to take their global marketing strategies to the next level. Svend Hollensen is Associate Professor of International Marketing at the University of Southern Denmark and has worked as a marketing consultant for several international companies and organizations. As well as this book, he is the author of other Pearson texts, including Marketing Management and Essentials of Global Marketing. Pearson, the world's learning company.

Hollensen: Global Marketing_p8

Spis treści

Preface

Acknowledgements

Publisher's acknowledgements

Abbreviations

About the author



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 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



Index

Polecamy również książki

Strony www Białystok Warszawa
801 777 223