Global Marketing, Seventh Edition, Hollensen S., 2017

Global Marketing, Seventh Edition, Hollensen S., 2017.
    
   This book is written for people who want to develop eff ective and decision-oriented global marketing programmes. It can be used as a textbook for undergraduate or graduate courses in global/international marketing. A second audience is the large group of people joining ‘global marketing’ or ‘export’ courses on non-university programmes. Finally, this book is of special interest to the manager who wishes to keep abreast of the most recent developments in the global marketing fi eld.




The process of developing the global marketing plan.
As the book has a clear decision-oriented approach, it is structured according to the five main decisions that marketing people in companies face in connection with the global marketing process. The 15 chapters are divided into five parts ( Figure 1.1 ).

In the end, the firm’s global competitiveness is mainly dependent on the end-result of the global marketing stages: the global marketing plan (see Figure 1.2 ). The purpose of the marketing plan is to create sustainable competitive advantages in the global marketplace. Generally, firms go through some kind of mental process in developing global marketing plans. In small and medium-sized enterprises (SMEs) this process is normally informal; in larger organizations it is often more systematized. Figure 1.2 offers a systematized approach to developing a global marketing plan – the stages are illustrated using the most important models and concepts, which are explained and discussed throughout the chapters. Readers are advised to return to this figure throughout the book.

Contents.
Preface.
Acknowledgements.
Publisher's acknowledgements.
Abbreviations.
About the author.
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 I Case studies.
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 II Case studies.
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 III Case studies.
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 IV Case studies.
PART V IMPLEMENTING AND COORDINATING THE GLOBAL MARKETING PROGRAMME.
18. Cross-cultural sales negotiations.
19. Organization and control of the global marketing programme.
Part V Case studies.
Index.

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