Global Marketing

Author: Kate Gillespie,H. David Hennessey

Publisher: Cengage Learning

ISBN: 1439039437

Category: Business & Economics

Page: 608

View: 5768

Written for an undergraduate audience, but also successfully used in post-graduate courses, this concise text covers the essential concepts of global marketing with the aid of extensive real-life examples and cases. GLOBAL MARKETING offers balanced coverage of developed and developing markets, including insights into the often-overlooked markets of Africa, Latin America, and the Middle East. Written with the student in mind, the Third Edition features comprehensive coverage of current topics based on the authors' extensive research and consulting experience. An early introduction to culture and marketing prepares students to integrate cultural analysis throughout the course. A chapter dedicated to the understanding of global and local competitors sets the stage for ongoing discussion of both buyers and competitors in an increasingly competitive global market. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.
Posted in Business & Economics

Global Marketing

Wettbewerbsstrategische Erfolgsfaktoren und Konsequenzen

Author: Lars Senhen

Publisher: diplom.de

ISBN: 3832442057

Category: Business & Economics

Page: 86

View: 2245

Inhaltsangabe:Einleitung: Die Globalisierung des internationalen Wettbewerbs gehört zu Beginn des 21. Jahrhunderts wohl zu den größten Herausforderungen für das Management eines Unternehmens. Weltweit müssen sich Unternehmen in immer kürzer werdenden Abständen auf neue Wettbewerbs- und Strukturveränderungen einstellen. Die Dynamik im internationalen Wettbewerb nimmt stetig zu und wird voraussichtlich auch in den folgenden Jahren weiter ansteigen. Nie zuvor war die weltweite Wettbewerbsintensität so stark ausgeprägt wie heute. Wettbewerbsvorteile lassen sich aufgrund des starken Konkurrenzdrucks meist nur noch auf internationaler Ebene realisieren. Dabei stehen den enormen Chancen eines globalen Engagements auch zahlreiche Risiken gegenüber. Die folgende Ausarbeitung soll aufzeigen wie Unternehmen mit einem Global Marketing den Herausforderung des globalisierten Wettbewerbs begegnen können und welche Konsequenzen mit der Implementierung einer Global Marketing-Konzeption im Rahmen einer weltweiten Marktbearbeitung verbunden sind. Gang der Untersuchung: Ausgehend von der Definition des Internationalen Marketing, ist im zweiten Kapitel dieser Ausarbeitung zunächst zu klären, welche Motive Unternehmen dazu veranlassen ihre Geschäftstätigkeit auf internationale Märkte auszudehnen. Anschließend werden Bestimmungsfaktoren aus dem Wettbewerbsumfeld der Unternehmen untersucht, die für die Globalisierung des Wettbewerbs verantwortlich sind. Die sich daraus ergebenden Konsequenzen und aktuellen Herausforderungen der Globalisierung für die globale Geschäftstätigkeit von Unternehmen, bilden am Ende des zweiten Kapitels die Grundlage für die weiteren Betrachtungen. Im dritten Kapitel werden erfolgskritische Aspekte globaler Wettbewerbsstrategien beleuchtet. Dazu müssen geeignete strategische Optionen aus wettbewerbsstrategischer Gesamtsicht eines Unternehmens identifiziert werden, mit denen auf die Bestimmungsfaktoren der Globalisierung reagiert werden kann, um die globale Wettbewerbsfähigkeit langfristig zu sichern. In diesem Zusammenhang sollen Dimensionen und Erfolgsfaktoren globaler Wettbewerbsstrategien herausgearbeitet werden, die Ansatzpunkte für die Erzielung von Wettbewerbsvorteilen bieten. Anschließend gilt es, Zusammenhänge zwischen Wettbewerbsstrategie und dem Erfolg global ausgerichteter Unternehmen herzustellen. Im vierten Kapitel wird Global Marketing als Konzeption für die weltweite Geschäftstätigkeit vorgestellt. Dazu werden zunächst [...]
Posted in Business & Economics

Global Marketing and Advertising

Understanding Cultural Paradoxes

Author: Marieke de Mooij

Publisher: SAGE

ISBN: 1526453517

Category: Business & Economics

Page: 512

View: 2209

Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications. The author helps define cross cultural segments to better target consumers across cultures and features content on how culture affects strategic issues, such as the company's mission statement, brand positioning strategy, and marketing communications strategy. It also demonstrates the centrality of value paradoxes to cross cultural marketing communications, and uses the Hofstede model to help readers see how their understanding of cultural relationships in one country/region can be extended to other countries/regions. Updates to the new edition include: Information and findings from recent studies, as well as new topics, including global public relations, culture and the media, and culture and the Internet. Global examples, with new cases from countries in Asia and Africa Includes broader background theory on usage differences of new digital media, along with more extensive coverage of consumer behavior. A range of online instructor resources complement the book, including chapter-specific PowerPoint slides, downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world. Suitable reading for students of International Marketing, Global Advertising or practitioners in global marketing departments.
Posted in Business & Economics

Global Marketing

A Decision-oriented Approach

Author: Svend Hollensen

Publisher: Pearson Education

ISBN: 9780273706786

Category: Business & Economics

Page: 714

View: 6417

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.
Posted in Business & Economics

Global Marketing Management

A European Perspective

Author: Warren J. Keegan,Bodo B. Schlegelmilch

Publisher: Pearson Education

ISBN: 9780138418267

Category: Business & Economics

Page: 610

View: 5147

This book is divided into six parts providing a big picture approach and introducing the field of global marketing, covering the major dimensions of the environment of global marketing, looking at assessing market opportunities, discussing strategic issues such as market selection and market entry alternatives and covering the global marketing mix.
Posted in Business & Economics

Global Marketing Management

Author: Kiefer Lee,Steve Carter

Publisher: Oxford University Press

ISBN: 0199609705

Category: Business & Economics

Page: 578

View: 4203

'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.
Posted in Business & Economics

Global Marketing

Author: Jean-Pierre Jeannet

Publisher: N.A

ISBN: 9780395721179

Category: Business & Economics

Page: 391

View: 9870

Posted in Business & Economics

Consumer Behavior and Culture

Consequences for Global Marketing and Advertising

Author: Marieke de Mooij

Publisher: SAGE

ISBN: 1452236232

Category: Business & Economics

Page: 424

View: 1179

The Second Edition of this popular text brings up-to-date Marieke de Mooij's important analysis of the impact of culture on consumer behavior worldwide. The author shows how it is increasingly vital for marketing students—tomorrow's marketing professionals—to understand the limits of consistent brand identities and universal advertising campaigns. Consumer behavior is not converging across countries, and therefore it is of even greater importance to understand, and be able to respond to, differences in behavior. This edition offers a new chapter, Chapter 7, on culture, communication, and media behavior that extends the prior edition's discussion on communication theories and advertising styles to cover differences in media usage worldwide, particularly the use of the Internet.
Posted in Business & Economics

Global Marketing

Marketing 04.02

Author: Douglas Lamont

Publisher: Capstone

ISBN: 9781841121918

Category: Business & Economics

Page: 138

View: 9737

Fast track route to mastering all aspects of global marketing Covers all the key techniques for successful global marketing, from creating global brands to building an international culture, and from selecting international executives to delivering innovation globally Examples and lessons from some of the world's most successful businesses, including McDonalds, Unilever and Nokia, and ideas from the smartest thinkers, including Philip Kotler and Michael Czinkota. Includes a glossary of key concepts and a comprehensive resources guide
Posted in Business & Economics

Greater China in the Global Market

Author: Yigang Pan

Publisher: Psychology Press

ISBN: 9780789011886

Category: Business & Economics

Page: 208

View: 1327

Learn the secrets of doing business successfully in China! From tips on how to run joint ventures with Chinese companies to research on the tastes of Chinese consumers, Greater China in the Global Market contains the most up-to-date information on business and marketing strategies in China. This volume brings you the practical advice and empirical research of top experts in the field, including John Farley of Dartmouth College, John Child of Cambridge University, and Rohit Despande of Harvard University. Tapping China's huge economy can be highly profitable, but only if you understand the subtleties of doing business in the Chinese culture. Greater China in the Global Market offers insider's views of guanxi, the Chinese concept of relationship that can make or break international business ventures in China, as well as the expertise in Chinese corporate and consumer cultures you will need to establish successful business strategies. Greater China in the Global Market presents a comprehensive view of the essential factors in marketing to China, including: the difference in corporate culture between joint ventures and state-owned enterprises the most effective ways to manage the value chain activities in joint ventures the merits and limitations of various entry strategies, including umbrella companies, franchising, and contractual joint ventures, among others the influence of risk-absorption capability and risk-dispersion mechanisms on the choice of entry mode the factors that influence timing your entry into the market the changing tastes of Chinese consumers the correlation between brand consciousness and income in younger consumers a thorough literature review of twenty years of marketing research on China Greater China in the Global Market is a valuable resource for front-line marketing executives in China as well as corporate decision makers in their headquarters at home. It is a must read for academics and business practitioners with an interest in China.
Posted in Business & Economics

Global Marketing Strategies (6Th Ed.)

Author: Jean-Pierre Jeannet,H.David Hennessey

Publisher: Dreamtech Press

ISBN: 9788177225181

Category:

Page: 732

View: 7005

This book is a revised & complete text which is updated with key concepts and examples with reference to numerous academic and trade sources. It highlights the issues facing current managers such as the events of 9/11 and continued opposition to unlimited globalization. The book also reflects the changing role of global marketing organizations. Current sources from traditional U.S. publications--such as 'The Wall Street Journal', 'Marketing News', and 'Business Week' - are complemented by references to international publications, including 'Business Europe', 'Far Eastern Economic Review', 'Nikkei Weekly' and 'The Asian Business Journal'. I. Understanding the Global Marketing Environment II. Analyzing Global Marketing Opportunities III. Analyzing Global Marketing Opportunities IV. Designing Global Marketing Programs V. Managing the Global Marketing Effort
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Postdemokratie

Author: Colin Crouch

Publisher: Suhrkamp Verlag

ISBN: 3518785303

Category: Political Science

Page: 159

View: 4350

"Postdemokratie": Dieser Begriff des Politikwissenschaftlers Colin Crouch wurde nach dem Erscheinen der Originalausgabe seines Buches zum Kristallisationspunkt der Debatte um Politikverdrossenheit, Sozialabbau und Privatisierung. Crouch hat dabei ein politisches System im Auge, dessen demokratische Institutionen zwar weiterhin formal existieren, das von Bürgern und Politikern aber nicht länger mit Leben gefüllt wird. Der polemische Essay, der in Italien und Großbritannien bereits als Klassiker der Gegenwartsdiagnose gilt, liegt nun endlich auch in deutscher Übersetzung vor.
Posted in Political Science

Global Marketing

Concepts, Strategies, Practice ; Text and Readings

Author: Syed H. Akhter

Publisher: South-Western Pub

ISBN: N.A

Category: Business & Economics

Page: 634

View: 8148

Posted in Business & Economics

Beyond Hofstede

Culture Frameworks for Global Marketing and Management

Author: Cheryl Nakata

Publisher: Springer

ISBN: 0230240836

Category: Business & Economics

Page: 290

View: 7778

Hofstede introduced a culture paradigm that has been widely influential in international business. However, its relevance in light of culture's increasing complexity due to globalization has been questioned. Alternative culture frameworks and perspectives are offered by leading scholars in global marketing and management.
Posted in Business & Economics

Managing global marketing

a headquarters perspective

Author: Business International Corporation

Publisher: N.A

ISBN: N.A

Category: Business & Economics

Page: 143

View: 6532

Posted in Business & Economics

The Global Market

Developing a Strategy to Manage Across Borders

Author: John A. Quelch,Rohit Deshpande

Publisher: John Wiley & Sons

ISBN: 9780787974398

Category: Business & Economics

Page: 272

View: 9560

The twin forces of ideological change and the technology revolution make globalization the single most important issue facing executives today. But many companies who have developed a presence in the global market now face the challenges inherent in creating a multinational presence with the demands of the "unglobal consumer" who does not have a "one size fits all" need. Here, HBS Professors John Quelch and Deshpande bring together 13 Harvard Business School professors to discuss these and other problems and benefits encountered by executives in global markets. Topics to be discussed include: operating costs of global advertising and marketing services, global product standards; managing global supply chains; global account management; global brands; global knowledge sharing and performance drivers; managing global customers; and social marketing for global economic development.
Posted in Business & Economics

Global Marketing Co-Operation and Networks

Author: Leo Paul Dana

Publisher: Routledge

ISBN: 1135789231

Category: Business & Economics

Page: 144

View: 6342

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.
Posted in Business & Economics

Global Marketing Management

A Strategic Perspective

Author: Brian Toyne,Peter George Pakenham Walters

Publisher: N.A

ISBN: 9780205118298

Category: Business & Economics

Page: 747

View: 3854

Posted in Business & Economics