Global Marketing Enhanced
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Learn and develop skills involving strategic global marketing decision-making Global Marketing, 8th Edition, by Hollensen continues to be the most up-to-date and comprehensive text of its kind, with cutting-edge case studies and a focus on the impact of new technologies and perspectives on international marketing. For nearly twenty years this title 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. 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 Numerous pedagogical features such as Exhibits, Key Terms and Questions for Discussion to help you comprehend theory and apply it to the real world End of part and end of chapter case studies to help you understand how the theory relates to real world application New to this edition: The 8th Edition is concentrated around three major themes: ‘glocalization’, ‘internet of everything’ and ‘social media marketing’ Fully updated to cover the latest technologies, trends and practices in global marketing including AI, the shared economy, subscription-based pricing and omni-channel strategies Case studies are updated throughout the book including new chapter cases on Bumble, Jissbon and Waymo This book is ideal for undergraduate and postgraduate students studying international marketing, and for any practitioners who wish to take their global marketing strategies to the next level.
Annað
- Höfundur: Svend Hollensen
- Útgáfa:8
- Útgáfudagur: 2019-12-16
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- Format:Page Fidelity
- ISBN 13: 9781292251837
- Print ISBN: 9781292251806
- ISBN 10: 1292251832
Efnisyfirlit
- Praise for Global Marketing
- Half Title Page
- Title Page
- Copyright Page
- Brief contents
- Contents
- Preface
- Acknowledgements
- Publisher's acknowledgements
- Abbreviations
- About the author
- Part I The decision whether to internationalize
- 1 Global marketing in the firm
- Learning objectives
- 1.1 Introduction to globalization
- 1.2 The process of developing the global marketing plan
- 1.3 Comparison of the global marketing and management style of SMEs and LSEs
- Exhibit 1.1 LEGO's strategic drift
- Exhibit 1.2 Economies of scale with Nintendo Game Boy
- 1.4 Should the company internationalize at all?
- 1.5 Development of the 'global marketing' concept
- Exhibit 1.3 Helly Hansen uses 'localization' through geo-targeting technology
- Exhibit 1.4 Persil Black and Persil Abaya = glocalization (same product, but different packaging an
- 1.6 Forces for global integration and market responsiveness
- Exhibit 1.5 McDonald's is moving towards a higher degree of market responsiveness
- 1.7 The value chain as a framework for identifying international competitive advantage
- 1.8 Value shop and the 'service value chain'
- 1.9 Global experiential marketing
- Exhibit 1.6 Case Construction Equipment is using experiential marketing
- Exhibit 1.7 IKEA's use of AR
- 1.10 Information business, 'Big Data' and the virtual value chain
- 1.11 Artificial Intelligence (AI) and its influence on global marketing
- 1.12 Summary
- Case studies
- 1.1 Green Toys, Inc.: a manufacturer of eco-friendly toys goes international
- 1.2 Hunter Boot Ltd: the iconic British brand is moving into exclusive fashion
- 1.3 Nivea
- 1.4 Uber
- Questions for discussion
- References
- 2 Initiation of internationalization
- Learning objectives
- 2.1 Introduction
- 2.2 Internationalization motives
- Exhibit 2.1 Jagermeister: the famous herbal liqueur is going global as a result of 'managerial urge'
- Exhibit 2.2 Global marketing and economies of scale in Japanese firms
- Exhibit 2.3 Internationalization of Haier – proactive and reactive motives
- 2.3 Triggers of export initiation (change agents)
- 2.4 Internationalization barriers/risks
- Exhibit 2.4 De-internationalization at British Telecommunications (BT)
- 2.5 Summary
- Case studies
- 2.1 LifeStraw: Vestergaard-Frandsen transforms dirty water into clean drinking water
- 2.2 Elvis Presley Enterprises Inc. (EPE): internationalization of a cult icon
- 2.3 TOMS Shoes
- Questions for discussion
- References
- 3 Internationalization theories
- Learning objectives
- 3.1 Introduction
- 3.2 The Uppsala internationalization model
- 3.3 The transaction cost analysis (TCA) model
- 3.4 The network model
- 3.5 Born globals
- Exhibit 3.1 K-pop – a 'born global' phenomenon has worldwide success
- 3.6 Summary
- Case studies
- 3.1 Bumble: the 'Feminist Tinder' is expanding fast
- 3.2 BYD electrical cars: the Chinese electric car manufacturer is considering sales worldwide
- 3.3 Reebok
- Questions for discussion
- References
- 4 Development of the firm's international competitiveness
- Learning objectives
- 4.1 Introduction
- 4.2 Analysis of national competitiveness (the Porter diamond)
- 4.3 Competition analysis in an industry
- 4.4 Value chain analysis
- Exhibit 4.1 Hilti is selling the ‘use’ – not the product
- 4.5 The sharing economy
- 4.6 The sustainable global value chain
- 4.7 Corporate social responsibility (CSR)
- Exhibit 4.2 Chiquita – integrating CSR in the resource base
- 4.8 The value net
- Exhibit 4.3 Value net – cooperation/competition between competitors within each airline alliance.
- 4.9 Blue ocean strategy and value innovation
- 4.10 Summary
- Case studies
- 4.1 William Demant hearing aids: different threats appear on the horizon
- 4.2 DJI Technology Co. Ltd: a Chinese 'born global' is dominating the world market for drones with i
- 4.3 Nike
- Questions for discussion
- References
- Part I Case studies
- I.1 Electrolux: a white goods manufacturer is considering growth opportunities worldwide
- I.2 Nintendo Switch
- I.3 Cereal Partners Worldwide (CPW): the no. 2 world player is challenging the no. 1, Kellogg
- 1 Global marketing in the firm
- 5 Global marketing research
- Learning objectives
- 5.1 Introduction
- 5.2 The changing role of the international researcher
- 5.3 Linking global marketing research to the decision-making process
- 5.4 Secondary research
- 5.5 Primary research
- 5.6 Other types of marketing research
- 5.7 Marketing research based on Web 3.0
- Exhibit 5.1 Amazon.com – sustaining a competitive advantage through market research and analytics
- 5.8 Setting up an international marketing information system (MIS)
- 5.9 Summary
- Case studies
- 5.1 Teepack Spezialmaschinen GmbH: organizing a global survey of customer satisfaction
- 5.2 LEGO Friends: one of the world's largest toy manufacturers moves into the girls' domain
- 5.3 e-Bikes in China
- 5.4 Hondajets: Honda enters the small-sized business jet market
- Questions for discussion
- References
- 6 The political and economic environment
- Learning objectives
- 6.1 Introduction
- 6.2 The political/legal environment
- Exhibit 6.1 Huawei Technologies Corporation: the role of home government in the internationalization
- Exhibit 6.2 Google is experiencing political risk in China
- 6.3 The economic environment
- 6.4 The European Economic and Monetary Union and the euro
- 6.5 BRIC – the slowing growth is hitting the emerging countries
- Exhibit 6.3 Chotukool – Indian Godrej is creating a disruptive innovation (a low-cost refrigerator
- 6.6 'Bottom of pyramid' (BOP) as a market opportunity
- Exhibit 6.4 Voltic Cool Pac – distribution of water in Ghana (up to 2011)
- 6.7 Summary
- Case studies
- 6.1 G-20 and the economic and financial crises: what on earth is globalization about? Protests durin
- 6.2 Danfoss Power Solutions: which political/economic factors would affect a manufacturer of hydraul
- 6.3 Debate on globalization
- Questions for discussion
- References
- 7 The sociocultural environment
- Learning objectives
- 7.1 Introduction
- 7.2 Layers of culture
- Exhibit 7.1 Electrolux adapts its vacuum cleaner for the Japanese market
- 7.3 High- and low-context cultures
- 7.4 Elements of culture
- Exhibit 7.2 In China the Citroen C4 brand name was changed to Citroen c-Quatre
- Exhibit 7.3 Sensuality and touch culture in Saudi Arabian versus European advertising
- Exhibit 7.4 Polaroid's success in Muslim markets
- 7.5 Hofstede's model (the '4 + 2' dimensions model) versus the GLOBE model
- Exhibit 7.5 Pocari Sweat – a Japanese soft drink expands sales in Asia
- 7.6 Managing cultural differences
- 7.7 Convergence or divergence of the world's cultures
- 7.8 The effects of cultural dimensions on ethical decision-making
- Exhibit 7.6 The quest for beauty opens a huge market for whitening products in Asia
- 7.9 Summary
- Case studies
- 7.1 Cirque du Soleil Inc.: the show that revolutionized the circus arts is expanding its global scop
- 7.2 The Ikea catalogue: are there any cultural differences?
- 7.3 Allergan – the maker of Botox and breast implants
- Questions for discussion
- References
- 8 The international market selection process
- Learning objectives
- 8.1 Introduction
- 8.2 International market selection: SMEs versus LSEs
- 8.3 Building a model for international market selection
- Exhibit 8.1 Bosch Security Systems: IMS in the Middle East for fire detection systems
- 8.4 Market expansion strategies
- Exhibit 8.2 Sunquick's waterfall approach
- Exhibit 8.3 An example of the 'trickle-up' strategy
- Exhibit 8.4 Bajaj is selecting new international markets ignored by global leaders
- 8.5 The global product/market portfolio
- 8.6 Summary
- Case studies
- 8.1 Waymo: the driverless Google car is finding future growth markets
- 8.2 Philips Lighting: screening markets in the Middle East
- 8.3 Oreo (Mondelez)
- Questions for discussion
- References
- Part II Case studies
- II.1 SodaStream: managing profitable growth in an increasingly competitive global environment
- II.2 The Female Health Company (FHC): the female condom is seeking a foothold in the world market fo
- II.3 Rolex: the luxury watch maker is facing increasing competition in the world market
- 9 Some approaches to the choice of entry mode
- Learning objectives
- 9.1 Introduction
- 9.2 The transaction cost approach
- 9.3 Factors influencing the choice of entry mode
- Exhibit 9.1 Zara is modifying its preferred choice of entry mode, depending on the psychic distance
- 9.4 Summary
- Case studies
- 9.1 Jarlsberg: the king of Norwegian cheeses is deciding on entry modes into new markets
- 9.2 Jissbon: is acquisition the right way to gain market shares in the Chinese condom market?
- 9.3 Understanding entry modes into the Chinese market
- 9.4 Muller Yogurts – entering the US market by Muller Quaker Joint Venture and exit again two year
- Questions for discussion
- References
- 10 Export modes
- Learning objectives
- 10.1 Introduction
- 10.2 Indirect export modes
- 10.3 Direct export modes
- Exhibit 10.1 Lofthouse of Fleetwood's (Fisherman's Friend) decision criteria when selecting new dist
- 10.4 Cooperative export modes/export marketing groups
- 10.5 Summary
- Case studies
- 10.1 Lysholm Linie Aquavit: international marketing of the Norwegian Aquavit brand
- 10.2 Parle Products: an Indian biscuit manufacturer is seeking agents and cooperation partners in ne
- 10.3 Honest Tea
- Questions for discussion
- References
- 11 Intermediate modes
- Learning objectives
- 11.1 Introduction
- 11.2 Contract manufacturing
- 11.3 Licensing
- 11.4 Franchising
- Exhibit 11.1 Build-a-Bear workshop's use of the indirect franchising model in Germany – Austria
- 11.5 Joint ventures/strategic alliances
- Exhibit 11.2 Irn-Bru's distributor alliance (Y coalition) with Pepsi Bottling Group (PBG) in Russia
- Exhibit 11.3 Safedom: a Chinese condom manufacturer needed a partner with which to enter the Europea
- 11.6 Other intermediate entry modes
- 11.7 Summary
- Case studies
- 11.1 Hello Kitty: can the cartoon cat survive the buzz across the world?
- 11.2 KABOOKI: licensing in the LEGO brand
- 11.3 Marriott
- Questions for discussion
- References
- 12 Hierarchical modes
- Learning objectives
- 12.1 Introduction
- 12.2 Domestic-based sales representatives
- 12.3 Resident sales representatives/foreign sales branch/foreign sales subsidiary
- 12.4 Sales and production subsidiary
- 12.5 Subsidiary growth and integration strategies
- 12.6 Region centres (regional HQ)
- 12.7 Transnational organization
- 12.8 Establishing wholly owned subsidiaries – acquisition or greenfield
- 12.9 Location/relocation of HQ
- 12.10 Foreign divestment: withdrawing from a foreign market
- Exhibit 12.1 Tesco's withdrawal from Japan in 2012 –later in China
- Exhibit 12.2 Walmart's withdrawal from the German market
- 12.11 Summary
- Case studies
- 12.1 Ralph Lauren Corporation: Polo moved distribution for South-East Asia in-house
- 12.2 Durex condoms: SSL sell Durex condoms in the Japanese market through its own organization
- 12.3 Starbucks
- Questions for discussion
- References
- 13 International sourcing decisions and the role of the subsupplier
- Learning objectives
- 13.1 Introduction
- 13.2 Reasons for international sourcing
- 13.3 A typology of subcontracting
- 13.4 Buyer–seller interaction
- 13.5 Development of a relationship
- 13.6 Reverse marketing: from seller to buyer initiative
- 13.7 Internationalization of subcontractors
- Exhibit 13.1 An example of Japanese network sourcing: the Mazda seat-sourcing case
- 13.8 Project export (turnkey contracts)
- 13.9 Summary
- Case studies
- 13.1 ARM: challenging Intel in the world market of computer chips
- 13.2 Bosch Indego: how to build B2B and B2C relationships in a new global product market – robotic
- 13.3 Kone elevators and escalators
- Questions for discussion
- References
- Part III Case studies
- III.1 Tinder dating app: the famous dating app brand is facing increasing competition from e.g. Bado
- III.2 Spotify: the online music-streaming company is growing fast but is suffering financial imbalan
- III.3 Autoliv Airbags: transforming Autoliv into a global company
- 14 Product decisions
- Learning objectives
- 14.1 Introduction
- 14.2 The dimensions of the international product offer
- 14.3 Developing international service strategies
- Exhibit 14.1 Salesforce.com as provider of CRM 'cloud' services
- 14.4 The product life cycle
- Exhibit 14.2 The iOS (Apple)/Android (Google) global contest in the smartphone business
- Exhibit 14.3 Threadless T-shirt crowdsourcing business
- 14.5 New products for the international market
- Exhibit 14.4 Product invention – solar-powered portable charging systems for India
- 14.6 Product positioning
- Exhibit 14.5 Chinese piano manufacturers are experiencing the 'country of origin' (COO) effect
- Exhibit 14.6 Madame Tussauds – a brand that brings people closer to celebrities on a global basis
- 14.7 Brand equity
- 14.8 Branding decisions
- Exhibit 14.7 Unilever's Snuggle fabric softener – an example of local brands in multiple markets
- Exhibit 14.8 Kellogg under pressure to produce under Aldi's own label
- Exhibit 14.9 Shell's co-branding with Ferrari and LEGO
- Exhibit 14.10 Roundup – a global brand for multiple markets
- Exhibit 14.11 Maggi – local brands for multiple markets through acquisitions
- 14.9 Sensory branding
- Exhibit 14.12 Starbucks' expanding product line strategy is causing problems for its 'scent marketin
- 14.10 Implications of the internet for collaboration with customers on product decisions
- 14.11 Internet of Things (IoT) and its use for marketers
- Exhibit 14.13 Google's use of IoT in the form of the smart thermostat, Nest
- 14.12 3-D printing – a possible new industrial revolution in customization
- Exhibit 14.14 Coca-Cola Israel increases its sales of their mini bottle though a 'Mini Me' 3-D Print
- 14.13 Global mobile app marketing
- Exhibit 14.15 L'Oreal is extending the customers' buying experience with the mobile app Makeup Geniu
- 14.14 'Long tail' strategies
- 14.15 Brand piracy and anti-counterfeiting strategies
- Exhibit 14.16 The next stage in pirating, faking an entire company – NEC
- 14.16 Summary
- Case studies
- 14.1 Danish Klassic: launch of a cream cheese in Saudi Arabia
- 14.2 Zippo Manufacturing Company: has product diversification beyond the lighter gone too far?
- 14.3 Burberry branding
- 14.4 Tequila Avion
- Questions for discussion
- References
- 15 Pricing decisions and terms of doing business
- Learning objectives
- 15.1 Introduction
- 15.2 International pricing strategies compared with domestic pricing strategies
- 15.3 Factors influencing international pricing decisions
- 15.4 International pricing strategies
- Exhibit 15.1 German car manufacturers are using 'skimming' price strategy in China
- Exhibit 15.2 A 'market pricing' ('mass point') strategy in use: the Converse brand is making a comeb
- Exhibit 15.3 Volkswagen Group's product portfolio approach to pricing
- Exhibit 15.4 The Gillette price premium strategy
- Exhibit 15.5 Dollar Shave Club
- 15.5 Implications of the internet for pricing across borders
- 15.6 Terms of sale and delivery
- 15.7 Terms of payment
- 15.8 Export financing
- 15.9 Summary
- Case studies
- 15.1 Harley-Davidson: how should the pricing strategy be affected by the new EU tariffs in 2018?
- 15.2 Gillette Co.: is price standardization possible for razor blades?
- 15.3 Vaseline pricing strategy
- Questions for discussion
- References
- 16 Distribution decisions
- Learning objectives
- 16.1 Introduction
- 16.2 External determinants of channel decisions
- 16.3 The structure of the channel
- Exhibit 16.1 Burberry: the iconic British luxury brand targets 25 of the world's wealthier cities
- 16.4 From single-channel to omnichannel strategy
- Exhibit 16.2 Dell's use of the multichannel distribution strategy
- 16.5 Managing and controlling distribution channels
- 16.6 Blockchain technology and its influence on international marketing and SCM
- Exhibit 16.3 Maersk's use of blockchain in their shipping
- 16.7 Implications of the internet for distribution decisions
- 16.8 Online retail sales
- 16.9 Smartphone marketing
- 16.10 Channel power in international retailing
- Exhibit 16.4 The 'banana split' model
- 16.11 Grey marketing (parallel importing)
- 16.12 Summary
- Case studies
- 16.1 De Beers: forward integration into the diamond industry value chain
- 16.2 Tupperware: the global direct distribution model is still working
- 16.3 DHL
- Questions for discussion
- References
- 17 Communication decisions (promotion strategies)
- Learning objectives
- 17.1 Introduction
- 17.2 The communication process
- Exhibit 17.1 Husqvarna's consumer wheel
- 17.3 Communication tools
- Exhibit 17.2 LEGO Ninjago's 360-degree marketing communication
- Exhibit 17.3 Ricola is using celebrity endorsement in the international marketing of its herbal drop
- Exhibit 17.4 Ambush marketing strategy – Dutch Bavaria vs Anheuser Busch's Budweiser during the Fi
- 17.4 International advertising strategies in practice
- Exhibit 17.5 Jarlsberg® cheese – cross-border communication
- 17.5 Implications of the internet for communication decisions
- 17.6 Social media marketing
- Exhibit 17.6 Abena is using 'influencer marketing' to penetrate the US diaper market
- 17.7 Categorization of social media
- 17.8 The social media funnel
- 17.9 Development of the social media marketing plan
- 17.10 Developing a viral marketing campaign
- Exhibit 17.7 Fox Business (Trish Regan) is selling a political statement
- 17.11 Summary
- Case studies
- 17.1 Helly Hansen: sponsoring fashion clothes in the US market
- 17.2 Morgan Motor Company: can the British retro sports car brand still be successful after 100 year
- 17.3 BMW Motorcycles
- Questions for discussion
- References
- Part IV Case studies
- IV.1 Swarovski: the jewellery/crystal manufacturer is expanding into e-commerce and social media
- IV.2 Levi Strauss: expanding in new international markets
- IV.3 Guinness: how can the iconic Irish beer brand compensate for declining sales in the home market
- 18 Cross-cultural sales negotiations
- Learning objectives
- 18.1 Introduction
- Exhibit 18.1 Google gives a clock as gift in China
- 18.2 Cross-cultural negotiations
- Exhibit 18.2 Euro Disney becomes Disneyland Resort Paris – Disney learns to adapt to European cult
- 18.3 Intercultural preparation
- 18.4 Coping with expatriates
- 18.5 Knowledge management and learning across borders
- 18.6 Transnational bribery in cross-cultural negotiations
- 18.7 Summary
- Case studies
- 18.1 ZamZam Cola: marketing of a 'Muslim' cola from Iran to the European market
- 18.2 TOTO: the Japanese toilet manufacturer seeks export opportunities for its high-tech brands in t
- 18.3 Dunkin' Donuts
- 18.4 Stella & Dot
- Questions for discussion
- References
- 19 Organization and control of the global marketing programme
- Learning objectives
- 19.1 Introduction
- 19.2 Organization of global marketing activities
- 19.3 The global account management organization
- Exhibit 19.1 Danfoss Power Solutions' GAM
- 19.4 Controlling the global marketing programme
- 19.5 The global marketing budget
- 19.6 The process of developing the global marketing plan
- 19.7 Summary
- Case studies
- 19.1 Mars Inc.: merger of the European food, pet care and confectionery divisions
- 19.2 Henkel: should Henkel shift to a more customer-centric organization?
- 19.3 McDonald's
- Questions for discussion
- References
- Part V Case studies
- V.1 Tencent: the Chinese online giant is seeking new alliances
- V.2 Huawei smartphones: expanding into the international markets for smartphone
- V.3 Tetra Pak: how to create B2B relationships with the food industry on a global level
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- Gerð : 208
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- Útgáfuár : 2019
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