I'm a studentI'm an educator

Global Marketing, 8th edition

Published by Pearson Higher Education (January 13, 2020) © 2020

  • Svend Hollensen University of South Denmark
Products list
$186.66

Price Reduced From: $233.32

Details

  • A print text

This product is expected to ship within 3-6 business days for US and 5-10 business days for Canadian customers.

Learn and develop essential skills around core global marketing strategies.

Global Marketing, 8th Edition is the leading textbook for the work of marketers all around the world, ideal for undergraduate and postgraduate students studying international marketing, as well as any practitioners who wish to take their global marketing strategies to the next level.

With a wealth of new and updated features, the book covers the latest technologies, trends and practices in Global Marketing, including AI, subscription-based pricing and omnichannel strategies.

Its numerous pedagogical features, clear structure and real-world applications make this book the definitive guide in global marketing and the most up-to-date text around the discipline.

This edition includes a Revel® edition and a Companion Website.

Table of Contents

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

  1. Global marketing research
  2. The political and economic environment
  3. The sociocultural environment
  4. The international market selection process
Part II Case studies

Part III: Market entry strategies

  1. Some approaches to the choice of entry mode
  2. Export modes
  3. Intermediate modes
  4. Hierarchical modes
  5. International sourcing decisions and the role of the subsupplier
Part III Case studies

Part IV: Designing the global marketing programme

  1. Product decisions
  2. Pricing decisions and terms of doing business
  3. Distribution decisions
  4. Communication decisions (promotion strategies)
Part IV Case studies

Part V: Implementing and coordinating the global marketing programme

  1. Cross-cultural sales negotiations
  2. Organization and control of the global marketing programme
Part V Case studies
Index

Need help? Get in touch