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Author: Bodo B. Schlegelmilch
Publisher: Springer
ISBN: 3319262793
Category : Business & Economics
Languages : en
Pages : 270
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Book Description
This book has been written for experienced managers and students in postgraduate programs, such as MBA or specialized Masters programs. In a systematic yet concise manner, it addresses all major issues companies face when conducting business across national and cultural boundaries, including assessing and selecting the most promising overseas markets, evaluating market entry alternatives, examining the forces that drive adaptation versus standardization of the marketing mix. It looks at the various global marketing challenges from a strategic perspective and also addresses topics not usually found in international marketing texts, such as aligning marketing strategies with global organizational structures, managing the relationship between national subsidiaries, regional headquarters and global headquarters, as well as corporate social responsibility challenges, and pertinent future trends that are likely to affect global business.
Author: Bodo B. Schlegelmilch
Publisher: Springer Nature
ISBN: 3030906655
Category : Business & Economics
Languages : en
Pages : 440
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Book Description
This book has been written for experienced managers and students in postgraduate programs, such as MBA or specialized master’s programs. In a systematic yet concise manner, it addresses all major issues companies face when conducting business across national and cultural boundaries, including assessing and selecting the most promising overseas markets, evaluating market entry alternatives, and examining the forces that drive adaptation versus standardization of the marketing mix. It looks at the various global marketing challenges from a strategic perspective and also addresses topics not usually found in international marketing texts, such as aligning marketing strategies with global organizational structures and managing the relationship between national subsidiaries, regional headquarters, and global headquarters, as well as corporate social responsibility challenges and pertinent future trends that are likely to affect global business. A guide to suitable video resources giving additional background to this book can be downloaded by all readers by contacting the author. Instructors can also obtain additional support material for teaching. Please email Bodo Schlegelmilch at WU Vienna, using your institutional email and stating your university affiliation: - More than 400 PowerPoint slides covering the material in each chapter- Open Ended Questions - A comprehensive multiple choice test bank with solutions
Author: Ilan Alon
Publisher: Routledge
ISBN: 0429515359
Category : Business & Economics
Languages : en
Pages : 902
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Book Description
Global Marketing, 3rd edition, provides students with a truly international treatment of the key principles that every marketing manager should grasp. International markets present different challenges that require a marketer to think strategically and apply tools and techniques creatively in order to respond decisively within a fiercely competitive environment. Alon et al. provide students with everything they need to rise to the challenge: Coverage of small and medium enterprises, as well as multinational corporations, where much of the growth in international trade and global marketing has occurred; A shift toward greater consideration of services marketing as more companies move away from manufacturing; A shift from developed markets to emerging markets with more dynamic environments; A focus on emerging markets to equip students with the skills necessary to take advantage of the opportunities that these rapidly growing regions present; Chapters on social media, innovation, and technology teaching students how to incorporate these new tools into their marketing strategy; New material on sustainability, ethics, and corporate social responsibility—key values for any modern business; Short and long cases and examples throughout the text show students how these principles and techniques are applied in the real world. Covering key topics not found in competing books, Global Marketing will equip today’s students with the knowledge and confidence they need to become leading marketing managers. A companion website features an instructor’s manual with test questions, as well as additional exercises and examples for in-class use.
Author: Susan P. Douglas
Publisher:
ISBN: 9780071132770
Category : Export marketing
Languages : en
Pages : 554
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Book Description
Intended for those taking an advanced course in international marketing, this book deals with issues facing today's global marketing managers. It aims to provide readers with the competitive orientation and strategies necessary for initial market entry, market expansion and global rationalization. The text is supported by numerous real-company examples, as well as six in-depth cases that consider business activities in North America, Europe and Asia.
Author: Mosca, Fabrizio
Publisher: IGI Global
ISBN: 1466699590
Category : Business & Economics
Languages : en
Pages : 354
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Book Description
Vast markets for high-symbolic-value goods serve as an expansive worldwide arena where luxury brands and products compete for consumer attention. As global luxury markets have grown and continue to grow, uncovering successful methods for maintaining brand image and consumer desire is critical to the success of high-end brands. Global Marketing Strategies for the Promotion of Luxury Goods explores the latest promotional trends, business models, and challenges within the luxury goods market. Focusing on strategies for achieving competitive advantage, new market development, as well as the role of the media in luxury brand building, this timely reference publication is designed for use by business professionals, researchers, and graduate-level students.
Author: Giovanna Pegan
Publisher: Springer Nature
ISBN: 3030335887
Category : Business & Economics
Languages : en
Pages : 195
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Book Description
Consumers in most parts of the world now have global access to products beyond those offered in their countries and cultures. This new space for comparison defined by globalization can result in very different purchasing behaviors, including those influenced by the 'country of origin'. This book investigates this effect, one of the most controversial fields of consumer literature, from a company perspective. In particular, it demonstrates the strategic relevance of the country of origin in creating and making use of the value in foreign markets. It also addresses the challenges connected with utilizing the value of the country of origin by considering different entry modes and international marketing channels. Further, it considers the role of international importers and international retailers’ assortment strategies in terms of value creation in foreign markets. Combining theory and practice, the book features diverse company perspectives and interviews with importers and retailers.
Author: Kate Gillespie
Publisher: Routledge
ISBN: 100043866X
Category : Business & Economics
Languages : en
Pages : 518
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Book Description
Strategic, comprehensive, and concise, the fifth edition of this popular textbook introduces students to the important concepts of global marketing today, and their managerial implications. Increasingly, marketing activities must be integrated at a global level. Yet, the enduring influence of culture requires marketers to adapt local strategies in light of cultural differences. Global Marketing takes a strategic approach, recognizing the need to address both the forces of globalization and those of localization. Key updates include: Extensive real-life examples and cases from developed and emerging markets, including Africa, Latin America, and the Middle East; New topics such as digital distribution options, the participation of customers, and the rise of social media, including Twitter, Facebook, and TikTok; Updated exploration of often overlooked topics, such as China’s state-owned enterprises, the importance of diasporas as target markets, the threat of transnational criminal organizations to legitimate marketers, and new tensions among trading partners; A stronger recognition of the need for a growth mindset, value orientation, and innovation. Written in a student-friendly style, this fully updated new edition continues to be the textbook of choice for students of global marketing.
Author: Carlyle Farrell
Publisher: SAGE
ISBN: 1473910889
Category : Business & Economics
Languages : en
Pages : 578
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Book Description
This new textbook introduces students to the essential concepts, theories and perspectives of Global Marketing and these are supported by real-world case studies from North America, Europe and the emerging markets of China, India and Latin America. These emerging markets are given balanced coverage alongside developed markets and the text also includes a dedicated chapter on emerging markets multinationals. Practical in its orientation, the text equips students with the tools needed to make strategic marketing decisions and find solutions in a global business environment. Key features include: A full-colour text design with photos to help bring the content to life and enhance students′ learning ′Spotlight on Research’ and ‘Expand Your Knowledge’, introducing students to some of the seminal scholarly research undertaken in the field ′Real World Challenges’ offering additional engaging practice-led examples to Case Studies in chapters and providing a scenario for students to analyse and reflect upon via questions A companion website (https://study.sagepub.com/farrell) offering a range of instructor and student support materials including PowerPoint slides, a testbank for instructors and quizzes for students
Author: Erdener Kaynak
Publisher: Routledge
ISBN: 1317955862
Category : Business & Economics
Languages : en
Pages : 250
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Book Description
Learn to select appropriate strategic tools and measure the competitiveness of international firms! This essential text addresses important strategic marketing issues and questions in a unique and insightful way. Strategic Global Marketing: Issues and Trends takes on the standardization vs. adaptation issue and will familiarize you with important topics, including customer value measurement in highly competitive industries; factors influencing export attitudes; qualities necessary for successful international business conduct; distribution channels behavior and regional differences in the way these channels function; and more! Handy charts, tables, and figures make the information easy to access and understand. In Strategic Global Marketing: Issues and Trends, authors from Israel, the United States, India, Hong Kong, and New Zealand examine the usefulness of comparative studies of dominant cultural values in successful international strategy development as well as other specific facets of international marketing strategy, such as: technometricsa benchmarked approach to compare competing brands on a set of attributes the attitudes of Taiwanese executives regarding exporting and international conduct the cultural values that must be taken into account to produce effective print advertisements in the United States and India the marketing roles and functions undertaken by Chinese wholesalersand the functions they are still reluctant to perform a meta-analysis-tested model of the relationship between export performance and the degree of standardization of international marketing strategy used by the exporter the effectiveness of policies put in place by leaders of United States cities in their efforts to promote exports
Author: Vladimir Kvint
Publisher: Routledge
ISBN: 1317485572
Category : Business & Economics
Languages : en
Pages : 549
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Book Description
In the twenty-first century, the global community constantly strives to bring structure and order to the world through strategic means. From the highest levels of governments and militaries to multilateral institutions, NGOs, and corporations, a strategy for the future of a company, region, country, or even the world is tantamount to success. Yet few understand what strategy actually is and how it can be developed, planned, and implemented. Strategy for the Global Market combines a fundamental study of the theory of strategy with its practical applications to provide a new approach to the global emerging market. Due to the technological transformations in communications and transportation, and the birth and development of both the global community and the global marketplace over the past twenty years, the world’s population and corporations are in much closer contact with their counterparts across the globe than ever before. This has led to increasing competition and even rivalries. Understanding the strategic environment, as well as solving problems either through amicable means or conflict, requires the powerful instrument of strategy to remain efficient and to triumph. Features of this book include: Methodology and practical recommendations for all stages of developing and implementing strategy. A comprehensive guide with explanations and descriptions, for the preparation and orderly compilation of all necessary strategy documents. Real-world examples taken from corporate, government, and military strategizing practices in emerging market countries and the global marketplace. This book should be on the desk of every national, regional, and military leader, corporate executive, manager, and student of strategy.
Author: Ruth M. Crabtree
Publisher: Routledge
ISBN: 1000575519
Category : Sports & Recreation
Languages : en
Pages : 272
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Book Description
This book examines contemporary sport marketing, with a particular focus on strategic marketing, the process of longer-term planning and development that involves identifying the needs and wants of potential customers and satisfying their needs through the exchange of products and services. It presents cutting-edge case studies from around the world, including from the United States, China, Europe, the Middle East, South America, and Africa. It considers some of the most interesting emerging themes and topics in contemporary sport business, including fitness marketing, the role of sustainability in sport marketing, social media and digital marketing, athlete-brand relationships, and the promotion and development of collegiate and scholastic sport. As a whole, this volume presents a snapshot of the opportunities and challenges facing sport marketers around the world. Sport Marketing in a Global Environment is fascinating reading for any advanced student, researcher, or professional working in sport business and management, sport development, marketing, strategic management, or global business.
