Global Marketing 6th Edition by Svend Hollensen ISBN 027377316X 9780273773160

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ISBN 10: 027377316X
ISBN 13: 9780273773160
Author: Svend Hollensen

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.

Global Marketing 6th Edition Table of contents:

Part I: Introduction to Global Marketing

Chapter 1: Global Marketing in the Firm

• Defining Global Marketing
• The Importance of Global Marketing in the Modern Business Environment
• The Global Marketing Environment: Political, Economic, Social, and Technological Factors
• International vs. Global Marketing
• Trends and Challenges in Global Marketing
• The Role of Marketing Management in Global Strategy

Chapter 2: The Global Marketing Environment

• The Political and Legal Environment in Global Marketing
• Economic Environment and Its Impact on Marketing Strategies
• Sociocultural Environment: Understanding Cross-Cultural Differences
• Technological Advancements and Their Impact on Global Marketing
• Ecological and Ethical Considerations in Global Marketing
• The Role of Globalization in Marketing

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Part II: Market Entry and Marketing Strategies

Chapter 3: Global Market Entry Strategies

• Overview of Market Entry Modes: Exporting, Licensing, Franchising, Joint Ventures, and Direct Investment
• Selecting the Right Market Entry Strategy
• Benefits and Risks of Different Market Entry Methods
• Strategic Alliances and Partnerships
• Overcoming Barriers to Entry

Chapter 4: Developing Global Marketing Strategies

• Standardization vs. Adaptation: The Strategic Dilemma
• Global Segmentation: Identifying Target Markets
• Positioning Strategies for Global Markets
• Global Product and Brand Strategies
• Pricing Strategies in Global Marketing
• Distribution and Logistics for Global Markets

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Part III: Global Marketing Mix

Chapter 5: Global Product Strategy

• Product Decisions in Global Marketing
• Standardization vs. Customization of Products
• Product Development and Innovation for Global Markets
• Global Branding: Challenges and Opportunities
• Product Life Cycle in International Markets
• Managing Product Portfolio Across Countries

Chapter 6: Global Pricing Strategy

• Pricing Objectives in Global Marketing
• Factors Affecting Global Pricing Decisions
• Price Adaptation and Standardization
• Transfer Pricing and Its Role in Global Pricing Strategy
• Managing Price Competition and Price Wars in International Markets

Chapter 7: Global Distribution Strategy

• Distribution Channels in Global Markets
• Direct vs. Indirect Distribution in International Markets
• The Role of Intermediaries and Distributors
• Managing Global Supply Chains
• E-commerce and Digital Distribution Models
• Logistics and International Trade Considerations

Chapter 8: Global Promotion Strategy

• Advertising and Promotion in Global Markets
• Integrated Marketing Communications (IMC)
• Cultural Adaptation in Global Advertising Campaigns
• Social Media and Digital Marketing in Global Contexts
• Public Relations and Sponsorship in Global Markets
• Personal Selling and Trade Shows in Global Marketing

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Part IV: Managing Global Marketing

Chapter 9: Organizing for Global Marketing

• Global Marketing Structures: Centralized vs. Decentralized
• The Role of the Global Marketing Manager
• Cross-Cultural Management and Communication
• Coordination and Control in Global Marketing Operations
• Building and Managing Global Marketing Teams
• Ethical and Legal Issues in Global Marketing

Chapter 10: International Marketing Research

• The Role of Marketing Research in Global Strategy
• Methods of Conducting Market Research in Foreign Markets
• Challenges in Collecting Data in International Markets
• Consumer Behavior in Global Markets
• Forecasting Demand in Global Contexts
• Analyzing and Interpreting Research Data for Global Decisions

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Part V: Trends and Future Directions in Global Marketing

Chapter 11: The Future of Global Marketing

• Emerging Trends in Global Marketing
• The Rise of Digital and Social Media Marketing Globally
• The Impact of Sustainability and Ethics on Global Marketing Practices
• The Role of Artificial Intelligence and Technology in Global Marketing
• Adapting to Global Economic Changes and Political Uncertainty
• Preparing for Future Challenges in Global Markets

Chapter 12: Conclusion: Strategic Global Marketing in the 21st Century

• Key Takeaways for Effective Global Marketing
• The Importance of Cultural Intelligence in Global Success
• Building Sustainable Global Marketing Strategies
• The Role of Innovation in Adapting to Global Changes

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Back Matter

• Glossary
• References
• Index
• About the Author

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