About this title 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.
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Loading Preview Sorry, preview is currently unavailable. You can download the paper by clicking the button above. Internationalization incur costs for the expanding company which explains why further 3 internationalization can have negative influence on profitability and why over internationalized companies may reduce their degree of internationalization. There are several ways by selling use of a product rather than the ownership.
Hilti is introduced as a company which provides products, systems and services to the global construction industry, but they focus not only on selling the handheld power tools but also on selling the use of the products. Now Amazon is now offering and selling their algorithm services to other companies, e. In China the company experienced political risks, and the chapter shows how they coped with it. Also Google is in political focus regarding an EU antitrust case. Furthermore 3-D Printing is introduced as a possible new industrial revolution in customization.
A special case of Apps are Mobile value-added services MVAS : Here the app offers services that are not directly tied to sales but are designed to help customers solve 4 problems or make decisions. It is a pricing strategy by which a product or service is provided free of charge Free , but money is then charged afterwards for more advanced features or functionality Premium.
In a social media marketing world, the bowling metaphor does not fit anymore. Several new exhibits with real updated company examples are added in the different chapters. Case II. Furthermore 12 completely new exhibits have been added to the book.
The total number of exhibits is now
Global Marketing, 8th Global Edition
ISBN 13: 9780273773160