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Viser: Global Marketing

Global Marketing, 7. udgave

Global Marketing

Svend Hollensen
(2016)
Sprog: Engelsk
Pearson Education, Limited
666,00 kr.
ikke på lager, Bestil nu og få den leveret
om ca. 10 hverdage
Global Marketing, 7. udgave

Global Marketing Vital Source e-bog

Svend Hollensen
(2016)
Pearson International
299,00 kr. 224,25 kr.
Leveres umiddelbart efter køb
Global Marketing, 7. udgave

Global Marketing Vital Source e-bog

Svend Hollensen
(2016)
Pearson International
219,00 kr. 164,25 kr.
Leveres umiddelbart efter køb
Global Marketing

Global Marketing Vital Source e-bog

Svend Hollensen
(2016)
Pearson International
699,00 kr. 524,25 kr.
Leveres umiddelbart efter køb
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Detaljer Om Varen

  • 7. Udgave
  • Paperback: 872 sider
  • Udgiver: Pearson Education, Limited (Juni 2016)
  • ISBN: 9781292100111
"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.

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 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 decisions 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

Detaljer Om Varen

  • 7. Udgave
  • Vital Source leje e-bog 180 dage: 872 sider
  • Udgiver: Pearson International (Juli 2016)
  • ISBN: 9781292100142R180

"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
Licens varighed:
Online udgaven er tilgængelig: 180 dage fra købsdato.
Offline udgaven er tilgængelig: 180 dage fra købsdato.

Udgiveren oplyser at følgende begrænsninger er gældende for dette produkt:
Print: 2 sider kan printes ad gangen
Copy: højest 2 sider i alt kan kopieres (copy/paste)

Detaljer Om Varen

  • 7. Udgave
  • Vital Source leje e-bog 90 dage: 872 sider
  • Udgiver: Pearson International (Juli 2016)
  • ISBN: 9781292100142R90

"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
Licens varighed:
Online udgaven er tilgængelig: 90 dage fra købsdato.
Offline udgaven er tilgængelig: 90 dage fra købsdato.

Udgiveren oplyser at følgende begrænsninger er gældende for dette produkt:
Print: 2 sider kan printes ad gangen
Copy: højest 2 sider i alt kan kopieres (copy/paste)

Detaljer Om Varen

  • Vital Source E-book: 872 sider
  • Udgiver: Pearson International (Juli 2016)
  • ISBN: 9781292100142

"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
Licens varighed:
Online udgaven er tilgængelig: 365 dage fra købsdato.
Offline udgaven er tilgængelig: ubegrænset dage fra købsdato.

Udgiveren oplyser at følgende begrænsninger er gældende for dette produkt:
Print: 2 sider kan printes ad gangen
Copy: højest 2 sider i alt kan kopieres (copy/paste)
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Om denne ebog

Please note that this is a Vital Source ebook, which you can access both online and download to a compatible device.

You will need Vital Source ebook software to download it - this is free and you download it here

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