Global marketing : a decision-oriented approach
著者
書誌事項
Global marketing : a decision-oriented approach
FT Prentice Hall , Financial Times, 2007
4th ed
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注記
First published 1998 by Prentice Hall, 2nd ed. published 2001 by Pearson Education Limited, 3rd ed. published 2004
Includes bibliographical references and index
内容説明・目次
内容説明
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.
目次
Preface to the fourth 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 Part III Case studies PART IV DESIGNING THE GLOBAL MARKETING PROGRAMME 14 Product designs 15 Pricing decisions and terms of doing business 16 Distribution decisions 17 Communication decisions (promotion strategies) Part IV Case studies PART V IMPLEMENTING AND COORDINATING THE GLOBAL MARKETING PROGRAMME 18 Cross-cultural sales negotiations 19 Organization and control of the global marketing programme Part V Case studies Index EXCLUSIVE TO THE WEB: 20 Global e-marketing
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