Global Marketing

Practical Insights and International Analysis

Author: Carlyle Farrell

Publisher: SAGE

ISBN: 1473910889

Category: Business & Economics

Page: 360

View: 9632

This new textbook introduces students to the essential concepts, theories and perspectives of Global Marketing and these are supported by real-world case studies from North America, Europe and the emerging markets of China, India and Latin America. These emerging markets are given balanced coverage alongside developed markets and the text also includes a dedicated chapter on emerging markets multinationals. Practical in its orientation, the text equips students with the tools needed to make strategic marketing decisions and find solutions in a global business environment. Key features include: A full-colour text design with photos to help bring the content to life and enhance students' learning 'Spotlight on Research’ and ‘Expand Your Knowledge’, introducing students to some of the seminal scholarly research undertaken in the field 'Real World Challenges’ offering additional engaging practice-led examples to Case Studies in chapters and providing a scenario for students to analyse and reflect upon via questions A companion website (https://study.sagepub.com/farrell) offering a range of instructor and student support materials including PowerPoint slides, a testbank for instructors and quizzes for students
Posted in Business & Economics

Global Marketing

Author: Kate Gillespie,H. David Hennessey

Publisher: Routledge

ISBN: 1317508327

Category: Business & Economics

Page: 572

View: 1727

This textbook introduces students to the important concepts of global marketing today, and their managerial implications. Designed to be shorter than many other textbooks, Global Marketing focuses on getting to the point faster. Increasingly, marketing activities must be integrated at a global level. Yet, the enduring influence of culture requires marketers to adapt local strategies in light of cultural differences. Global Marketing takes a similar strategic approach, recognizing the need to address both the forces of globalization and those of localization. Other key features include: Coverage of often overlooked topics, such as the competitive rise of China’s state-owned enterprises; the importance of diasporas as target markets; and the emerging threat to legitimate marketers from transnational criminal organizations A chapter dedicated to understanding global and local competitors, setting the stage for ongoing discussion of both buyers and competitors in an increasingly competitive global marketplace Extensive real-life examples and cases from developed and emerging markets, including insights into the often-overlooked markets of Africa, Latin America, and the Middle East Written in a student-friendly style, previous editions have received praise from both students and instructors. This edition continues to build on this strong foundation, making this the book of choice for students of global marketing classes.
Posted in Business & Economics

Global Marketing Strategy

An Executive Digest

Author: Bodo B. Schlegelmilch

Publisher: Springer

ISBN: 3319262793

Category: Business & Economics

Page: 249

View: 8875

This book has been written for experienced managers and students in postgraduate programs, such as MBA or specialized Masters programs. In a systematic yet concise manner, it addresses all major issues companies face when conducting business across national and cultural boundaries, including assessing and selecting the most promising overseas markets, evaluating market entry alternatives, examining the forces that drive adaptation versus standardization of the marketing mix. It looks at the various global marketing challenges from a strategic perspective and also addresses topics not usually found in international marketing texts, such as aligning marketing strategies with global organizational structures, managing the relationship between national subsidiaries, regional headquarters and global headquarters, as well as corporate social responsibility challenges, and pertinent future trends that are likely to affect global business.
Posted in Business & Economics

Global Marketing

Contemporary Theory, Practice, and Cases

Author: Ilan Alon,Eugene Jaffe,Christiane Prange,Donata Vianelli

Publisher: Routledge

ISBN: 1317613511

Category: Business & Economics

Page: 726

View: 3013

Global Marketing provides students with a truly international treatment of the key principles that every marketing manager should grasp. International markets present different challenges that require a marketer to think strategically, and apply tools and techniques creatively in order to respond decisively in a fiercely competitive environment. Alon et al. provide students with everything they need to rise to the challenge: Coverage of small and medium enterprises, as well as multinational corporations, where much of the growth in international trade and global marketing has occurred. A shift toward greater consideration of services marketing as more companies move away from manufacturing. A focus on emerging markets to equip students with the skills necessary to take advantage of the opportunities that these rapidly growing regions present. Chapters on social media, innovation, and technology teach students how to incorporate these new tools into their marketing strategy. New material on sustainability, ethics, and corporate social responsibility; key values for any modern business. Short cases and examples throughout the text show students how these principles and techniques are applied in the real world. Longer cases provide instructors and students with rich content for deeper analysis and discussion. Covering key topics not found in competing books, Global Marketing will equip students with the knowledge and confidence they need to become leading marketing managers. A companion website features an instructor’s manual with test questions, as well as additional exercises and examples for in-class use.
Posted in Business & Economics

Global Marketing and Advertising

Understanding Cultural Paradoxes

Author: Marieke de Mooij

Publisher: SAGE Publications

ISBN: 1483315452

Category: Business & Economics

Page: 416

View: 1429

Packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, Global Marketing and Advertising (by Marieke de Mooij) offers a mix of theory and practical applications as it covers globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications.
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: 1118

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

Perspectives and Cases

Author: Salah S. Hassan,Roger D. Blackwell

Publisher: HarperCollins Publishers

ISBN: 9780030981074

Category: Business & Economics

Page: 582

View: 2928

Posted in Business & Economics

Global Marketing

Author: Warren J. Keegan,Mark C. Green

Publisher: Prentice Hall

ISBN: 9780134129945

Category: Business & Economics

Page: 624

View: 4203

For courses in global marketing. Familiarizes Readers with Global Marketing and the Global Business Environment Marking the 20th anniversary of this series of textbooks, this Ninth Edition of Global Marketing builds on the tradition and successes of previous editions. Its environmental and strategic approach outlines the major dimensions of the global business environment. In this edition, as in all previous editions, the authors' goal has been to write a book that's authoritative in content yet relaxed and assured in style and tone. Readers have consistently praised Global Marketing for its simple, readable language and clarity. The Ninth Edition brings global marketing into the real world with up-to-date examples of questions, concerns, and crises facing global markets. New cases have been added while others have been revised as the text considers recent geopolitical developments and technological changes affecting global marketing. Also Available with MyMarketingLab(tm) MyMarketingLab is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts. NOTE: You are purchasing a standalone product; MyMarketingLab(tm) does not come packaged with this content. If you would like to purchase both the physical text and MyMarketingLab search for: 0134472462 / 9780134472461 Global Marketing Plus MyMarketingLab with Pearson eText -- Access Card Package Package consists of: 0134129946 / 9780134129945 Global Marketing 0134149742 / 9780134149745 MyMarketingLab with Pearson eText -- Access Card -- for Global Marketing
Posted in Business & Economics

Global Marketing

Author: Kate Gillespie,H. David Hennessey

Publisher: Cengage Learning

ISBN: 1439039437

Category: Business & Economics

Page: 608

View: 934

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 Management System

Author: Basil Janavaras,Suresh George

Publisher: World Scientific Publishing Company

ISBN: 9813201096

Category: Business & Economics

Page: 340

View: 7851

This is the second edition of the Global Marketing Management System (GMMS). The GMMS approach (GMMS book + GMMSO4 software) provides a rigorous theoretical base and a comprehensive, systematic and integrative planning process designed to guide students and managers alike through the decision-making process of a company seeking global market opportunities. The book aims to provide a structure, platform, tools and a systematic step-by-step process designed to support the creation of a strategic and applied oriented methodology to global business planning and strategy formulation. It introduces the GMMS process as a demonstration of a successful application of using web-based tools in teaching international business. The book also facilitates the ability of students to enhance their understanding of decision making in international management and bridge the gap between theory and practice. More about GMMSO GMMSO4 Student User Guide (2 MB) What is GMMS? For Professors (2 MB) What is GMMS? For Consultants and SMEs (2 MB) Contents:The Global Marketing Management System:Introduction:Globalization and the Need for a Global Business EducationProject-based Learning and GMMSOUnderstanding the Firm's Strategic Position:Information ScanningPerforming a Firm Level Strategic AnalysisSummaryThe Search for Global Markets:The Decision Making ProcessPreliminary Screening of MarketsThe Process of Screening Countries Using Three Separate Screening Matrices Performing an in-Depth Market Analysis of the Two Best MarketsMarket and Company Sales PotentialAnalyzing Market/Country Specific Competitive AnalysisIdentification of Country-entry Conditions for the FirmAnalysis of Financial and Market Entry ConditionsCreating an Entry Strategy into a Selected Market:Selecting an Entry Mode into the Target MarketThe Business Environment of the Selected MarketCreating a Marketing Plan with Its Firm Specific Goals and ObjectivesDeveloping a Product StrategyDeveloping a Pricing StrategyCreation of a Promotional StrategyDeveloping of a Distribution StrategyCreation of a Financial StrategyCreating the Organizational Structure for the New MarketUnderstanding Exit Strategy and ScenariosSummaryThe GMMSO4 Software System:GMMSO4:What Is GMMSO?Bridge the GapBenefitsBackground to the Development of the Online Version of the GMMS MethodLearning OutcomesCase Study:Lafkiotis Winery Entry into United States: A Report Created by Using the GMMSO4 SystemLafkiotis Winery's Strategic AnalysisThe Search for Global MarketEntry Strategy into the US Market Readership: Students, instructors, researchers and professionals working in the fields of marketing management, global strategy and international business.
Posted in Business & Economics

Global Marketing

Author: Svend Hollensen

Publisher: Pearson Higher Ed

ISBN: 1292100141

Category: Business & Economics

Page: 872

View: 2944

"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 Götze, 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 chapter case studies helping students to understand how the theory relates to real world application Video case studies (available at www.pearsoned.co.uk/hollensen), showing how practitioners are using Global Marketing in their work About the author 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. Student resources specifically written to complement this textbook are at www.pearsoned.co.uk/hollensen
Posted in Business & Economics

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: 8968

Posted in Business & Economics

Global Marketing Management

Author: Kiefer Lee,Steve Carter

Publisher: Oxford University Press

ISBN: 0199609705

Category: Business & Economics

Page: 578

View: 4758

'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 Management

Cases and Readings

Author: Robert Dow Buzzell,John A. Quelch,Christopher A. Bartlett

Publisher: Addison-Wesley

ISBN: 9780201539721

Category: Business & Economics

Page: 686

View: 5850

Posted in Business & Economics

Global Marketing Management

A Casebook

Author: John A. Quelch,Christopher A. Bartlett

Publisher: South-Western

ISBN: N.A

Category: Business & Economics

Page: 680

View: 8889

A collection of Harvard Business School cases by the editors accompanied by additional authors, emphasizing the marketing strategies of domestic marketers to international markets.
Posted in Business & Economics

Global Marketing

Author: Svend Hollensen

Publisher: Pearson Higher Ed

ISBN: 0273773194

Category: Business & Economics

Page: 840

View: 448

The globalization of companies is the involvement of customers, producers, suppliers, and other stakeholders in the global marketing process. Global marketing therefore reflects the trend of firms selling products and services across many countries. 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. This book offers a truly global approach with cases and exhibits from all parts of the world, including Europe, the Middle East, Africa, the Far East, North and South America. It provides a complete and concentrated overview of the total international marketing planning process, along with many new, up-to-date exhibits and cases, which illustrate the theory by showing practical applications. Extensive coverage of hot topics such as glocalization, born globals, value creation, value net, celebrity branding, brand piracy, and viral marketing, as well as a comprehensive new section on integrated marketing communication through social networking. Brand new case studies focus on globally recognized brands and companies operating in a number of countries, including Build-A-Bear Workshop, Hello Kitty, Ralph Lauren and Sony Music Entertainment. Video cases featuring firms such as Nivea, Reebok, Starbucks, Hasbro and McDonald's accompany every chapter and are available at www.pearsoned.co.uk/hollensen. Real-world examples and exhibits enliven the text and enable the reader to relate to marketing models.
Posted in Business & Economics

The Global Marketing Imperative

Author: Michael R. Czinkota,John J. Tarrant,Ilkka A. Ronkainen

Publisher: McGraw Hill Professional

ISBN: 9780844230108

Category: Business & Economics

Page: 308

View: 6294

Alerts every business--whether current customers are local, domestic, or international--to the window of opportunity open to those willing to explore global markets Brings you quickly up to speed on the essentials of international marketing that will make for smoother sailing overseas Shows you how to strike back when world competitors more into your territory and shrink your market Serves as a guide to little-known sources of financing and credit to back your international venture Explains all the strategic alternatives for going global--from exporting and licensing to distributorships and joint ventures Helps you present, promote, and price your products and services to appeal to multiple world markets Introduces you to the mysterious world of countertrade--and shows how successful businesses barter cars for coffee and computers for carpets and turn them into cash Equips you to ride out the risks and reap the rewards of world-class entrepreneurship
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: 5284

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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Global Marketing Management

A European Perspective

Author: Warren J. Keegan,Bodo B. Schlegelmilch

Publisher: Pearson Education

ISBN: 9780138418267

Category: Business & Economics

Page: 610

View: 6184

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 Co-Operation and Networks

Author: Leo Paul Dana

Publisher: Routledge

ISBN: 1135789231

Category: Business & Economics

Page: 144

View: 929

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