具体描述
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.
作者简介
目录信息
Contents
Preface
Guided tour
Acknowledgements
Publisher’s acknowledgements
Abbreviations
About the author
PART I The decision whether to internationalize
Case study I.1 Zara: the Spanish retailer goes to the top of world fashion
Case study I.2 Manchester United: still trying to establish a global brand
Case study I.3 Adidas: the No. 2 in the global sportswear market is challenging the No. 1, Nike
Case study I.4 Cereal Partners Worldwide (CPW): the No. 2 world player is challenging the No. 1, Kellogg
Part II Deciding which markets to enter
Case study II.1 Bajaj Auto: the Indian motorcycle manufacturer internationalizes its business
Case study II.2 The Female Health Company (FHC): the female condom is seeking a foothold in the world market for contraceptive products
Case study II.3 Gerolsteiner: a German bottled water manufacturer is trying to increase its global market share
Case study II.4 Porsche: international market selection (IMS) for the exclusive sports car brand
Part III Market entry strategies
PART IV Designing the global marketing programme
PART V Implementing and coordinating the global marketing programme
Index
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