Global Marketing

A Decision Oriented Approach
3rd Edition


By Svend Hollensen
December 2003
FT Prentice Hall
ISBN: 0273678396
768 Pages
$85.00 Paper Original


Comprehensive and extremely readable, Global Marketing: a decision-oriented approach provides an analytic decision-oriented framework to help students and practitioners alike to develop and implement successful global marketing programmes.

After reading this book, you will feel confident in analyzing, selecting and evaluating the appropriate conceptual frameworks with which to approach the five main management decisions of the global marketing process - 1) whether to internationalize; 2) deciding which markets to enter; 3) determing how to enter the foreign market; 4) designing the global marketing programme; and 5) implementing and coordinating the global marketing programme.

Special coverage; new perspectives!In addition to special coverage on SMEs as global marketing players, buyer-seller relationships, value-chain, market-responsiveness, internet marketing, and up-to-date cases, this book provides new perspectives on: Forces for Global Integration and Market Responsiveness (Chapter 1) Internationalization of SMEs and of services (Chapter 3) Individual Competitiveness and Time-Based Competition (Chapter 4) International Marketing Research (Chapter 5) EMU and the Euro (Chapter 6)

Contents include:

Preface to the third edition
Guided tour of the book
Acknowledgements
Publisher's acknowledgements
Abbreviations
E-marketing terminology
About the author

PART I
THE DECISION WHETHER TO INTERNATIONALIZE
1 Global marketing in the firm
2 Initiation of internalization
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
14 Global e-marketing
Part III Case studies

PART IV DESIGNING THE GLOBAL MARKETING PROGRAMME
15 Product designs
16 Pricing decisions and terms of doing business
17 Distribution decisions
18 Communication decisions (promotion strategies)
Part IV Case studies

PART V IMPLEMENTING AND COORDINATING THE GLOBAL MARKETING PROGRAMME
19 Cross-cultural sales negotiations
20 Organization and control of the global marketing programme
Part V Case studies

Index

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