Essentials of global marketing. (2012)

• Record Type: Book
• Further Information: Note: Svend Hollensen.
• Other Names: Hollensen, Svend
• Contents: Cover -- Essentials of Global Marketing -- Brief Contents -- Contents -- Guided tour -- Preface -- About the author -- Abbreviations -- Acknowledgements -- Publisher's acknowledgements -- Part 1: The decision to internationalize -- Part I Video case study: Acme Whistles Ltd: an SME is globalizing its whistles sales -- Introduction to Part I -- Global marketing in the firm -- Learning objectives -- Introduction to globalization -- The process of developing the global marketing plan -- Should the company internationalize at all? -- Development of the 'global marketing' concept Forces for 'global integration' and 'market responsiveness' -- The value chain as a framework for identifying international -- Value shop and the 'service value chain' -- Information business and the virtual value chain -- Summary -- Questions for discussion -- References -- Initiation of internationalization -- Learning objectives -- Introduction -- Internationalization motives -- Triggers of export initiation (change agents) -- Internationalization barriers/risks -- Summary -- Questions for discussion -- References -- Internationalization theories -- Learning objectives -- Introduction The Uppsala internationalization model -- The transaction cost analysis (TCA) model -- The network model -- Born globals -- Summary -- Questions for discussion -- References -- Development of the firm's international competitiveness -- Learning objectives -- Introduction -- Analysis of national competitiveness (the Porter diamond) -- Competition analysis in an industry -- Value chain analysis -- CSR -- corporate social responsibility -- The value net -- Blue-ocean strategy and value innovation -- Summary -- Questions for discussion -- References -- Part 2: Deciding which markets to enter Part II Video case study: Land Rover: which markets should be selected for the new Freelander 2? -- Introduction to Part II -- The political and economic environment -- Learning objectives -- Introduction -- The political/legal environment -- The economic environment -- The European Economic and Monetary Union and the euro -- BRIC -- the new growth markets of the world -- 'Bottom of pyramid' (BOP) as a market opportunity -- Summary -- Questions for discussion -- References -- The sociocultural environment -- Learning objectives -- Introduction -- Layers of culture -- Highand low-context cultures Elements of culture -- Hofstede's original work on national cultures (the '4 + 1' dimensions model) -- Managing cultural differences -- Convergence or divergence of the world's cultures -- The effects of cultural dimensions on ethical decision making -- Summary -- Questions for discussion -- References -- The international market selection process -- Learning objectives -- Introduction -- International market selection: SMEs versus LSEs -- Building a model for international market selection -- Market expansion strategies -- The global product/market portfolio -- Summary
• Edition: 2nd ed
• Publisher Details: Harlow : Pearson
• Publication Date: 2012
• Extent: 1 online resource (xxxiv, 524 pages), color illustrations, color portraits
• Subjects: 658.84; Export marketing; Export marketing -- Case studies; BUSINESS & ECONOMICS -- Industrial Management; BUSINESS & ECONOMICS -- Management; BUSINESS & ECONOMICS -- Management Science; BUSINESS & ECONOMICS -- Organizational Behavior; Export marketing; Electronic books; Case studies
• Languages: English
• ISBNs: 9780273756576; 0273756575
• Related ISBNs: 9780273756545; 0273756540
• Notes: Note: Includes bibliographical references and index.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.