Global Marketing: A Decision Oriented Approach بازاریابی جهانی، یک رویکرد مبتنی بر تصمیمات
سال 2010 چاپ پنجم – انتشارات Pearson 800 صفحه – PDF لینک کتاب در Amazon 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. · Brand new case studies
focus on globally recognized brands and companies operating in a number
of countries, including Build-A-Bear Workshop, Hello Kitty, Ralph Lauren
and Sony Music Entertainment. · Video cases featuring
firms such as Nivea, Reebok, Starbucks, Hasbro and McDonald’s accompany
every chapter and are available at www.pearsoned.co.uk/hollensen. · Real-world examples and exhibits enliven the text and enable the reader to relate to marketing models. 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. His other Financial Times
Prentice Hall books include Marketing Management (2nd edition), published in 2010. Svend Hollensen writes
with real authority and insight having been involved in global marketing
both as a manager and academic. His book provides a framework within
which managers can develop their own approach to overseas markets, and
is illustrated with cases and insights that aid understanding. عنوان انگلیسی کتاب:
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