Global Marketing 7/e
暫譯: 全球行銷 (第七版)

Hollensen

Global Marketing 7/e
  • 出版商: Pearson FT Press
  • 出版日期: 2016-06-22
  • 定價: $1,280
  • 售價: 9.8 折 $1,254
  • 語言: 英文
  • 頁數: 872
  • 裝訂: 平裝
  • ISBN: 1292100117
  • ISBN-13: 9781292100111
  • 相關分類: 行銷/網路行銷 Marketing

    • 下單後立即進貨 (約5~7天)

相關主題

商品描述

"All good marketing is local. Global companies know this and are going "glocal".There is also a trend towards the ‘Internet of Everything’, which revolutionizes the whole marketing discipline. Svend Hollensen has captured all the latest trends very well with the new cases in his seventh edition of Global Marketing."  

Philip Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University

In this era of increased globalisation, if there’s one textbook that today’s students and tomorrow’s marketers need to read, it’s Svend Hollensen’s world renowned text. For over fifteen yearsGlobal Marketing 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.

Now into its seventh edition, Global Marketing continues to be the most up-to-date and thorough text of its kind, with cutting-edge case studies and a focus on the impact of new technologies and perspectives on international marketing. This seventh edition expands on a number of new topics, including: shared economy solutions, social media, e-services and smartwatch app marketing, as well as many more.

It is ideal for undergraduate and postgraduate students studying international marketing, and for any practitioners who want to take their global marketing strategies to the next level.

●A clear part structure, organised around the five main decisions that marketing people in companies face in connection to the global marketing process
●End of part and end of chapter case studies helping students to understand how the theory relates to real world application
●Video case studies (available atwww.pearsoned.co.uk/hollensen), showing how practitioners are using Global Marketing in their work

商品描述(中文翻譯)

「所有好的行銷都是地方性的。全球公司都知道這一點，並且正在走向「全球在地化」（glocal）。此外，還有一個趨勢是「萬物互聯」（Internet of Everything），這徹底改變了整個行銷學科。Svend Hollensen 在其第七版的《全球行銷》中很好地捕捉了所有最新的趨勢。」

—— Philip Kotler，西北大學凱洛格管理學院國際行銷特聘教授

在這個全球化日益加深的時代，如果有一本教科書是當今學生和明天的行銷人員必須閱讀的，那就是 Svend Hollensen 的世界知名著作。超過十五年來，《全球行銷》一直是行銷領域的權威、真正的國際指南。在這段時間裡，國界變得越來越模糊，而這本書對於全球行銷人員的工作變得越來越重要。

現在進入第七版的《全球行銷》仍然是同類書籍中最具時效性和全面性的，擁有前沿的案例研究，並專注於新技術和觀點對國際行銷的影響。這一版擴展了許多新主題，包括：共享經濟解決方案、社交媒體、電子服務和智慧手錶應用行銷等。

這本書非常適合學習國際行銷的本科生和研究生，以及任何希望將其全球行銷策略提升到新水平的從業者。

● 清晰的部分結構，圍繞行銷人員在全球行銷過程中面臨的五個主要決策組織

● 每部分結尾和每章結尾的案例研究，幫助學生理解理論如何與現實應用相關

● 視頻案例研究（可在 www.pearsoned.co.uk/hollensen 獲得），展示從業者如何在工作中使用《全球行銷》

作者簡介

Svend Hollensen, University of South Denmark

作者簡介(中文翻譯)

Svend Hollensen，南丹麥大學

目錄大綱

PART I  THE DECISION WHETHER TO INTERNATIONALIZE
1  Global marketing in the firm
2  Initiation of internationalization
3  Internationalization theories
4  Development of the firm’s international competitiveness
PART II  DECIDING WHICH MARKETS TO ENTER
5  Global marketing research
6  The political and economic environment
7  The sociocultural environment
8  The international market selection process
PART III  MARKET ENTRY STRATEGIES
9  Some approaches to the choice of entry mode
10  Export modes
11  Intermediate entry modes
12  Hierarchical modes
13  International sourcing decisions and the role of the subsupplier
PART IV  DESIGNING THE GLOBAL MARKETING PROGRAMME
14  Product decisions
15  Pricing decisions and terms of doing business
16  Distribution decisions
17  Communication decisions (promotion strategies)
PART V  IMPLEMENTING AND COORDINATING THE GLOBAL  MARKETING PROGRAMME
18  Cross-cultural sales negotiations
19  Organization and control of the global marketing programme

目錄大綱(中文翻譯)

PART I  THE DECISION WHETHER TO INTERNATIONALIZE

1  Global marketing in the firm

2  Initiation of internationalization

3  Internationalization theories

4  Development of the firm’s international competitiveness

PART II  DECIDING WHICH MARKETS TO ENTER

5  Global marketing research

6  The political and economic environment

7  The sociocultural environment

8  The international market selection process

PART III  MARKET ENTRY STRATEGIES

9  Some approaches to the choice of entry mode

10  Export modes

11  Intermediate entry modes

12  Hierarchical modes

13  International sourcing decisions and the role of the subsupplier

PART IV  DESIGNING THE GLOBAL MARKETING PROGRAMME

14  Product decisions

15  Pricing decisions and terms of doing business

16  Distribution decisions

17  Communication decisions (promotion strategies)

PART V  IMPLEMENTING AND COORDINATING THE GLOBAL  MARKETING PROGRAMME

18  Cross-cultural sales negotiations

19  Organization and control of the global marketing programme

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