Download or read book Marketing and Globalization written by Aurélia Durand and published by Routledge. This book was released on 2018-07-17 with total page 495 pages. Available in PDF, EPUB and Kindle. Book excerpt: This concise text focuses squarely on the issues facing marketers in an increasingly global world. It identifies several trends, linking them together, and positioning them as marketing practices that companies implement as a way of responding to the major consequences of globalization. The book also includes case studies to illustrate new practices and allow students to discuss issues of market selection, entry modes, segmentation, targeting, and positioning, as well as product, price, distribution, promotion, and corporate communication policies in a globalized world. Durand’s unique approach moves beyond marketing management and strategy issues and provides students with the broader context to understand the marketing practices they’ll use in the real world. This book will prove to be an essential resource for any student of marketing and international business working to stay ahead in an increasingly competitive and global industry.

Download or read book The Global Market written by John A. Quelch and published by John Wiley & Sons. This book was released on 2004-05-18 with total page 434 pages. Available in PDF, EPUB and Kindle. Book excerpt: The twin forces of ideological change and the technology revolution make globalization the single most important issue facing executives today. But many companies who have developed a presence in the global market now face the challenges inherent in creating a multinational presence with the demands of the "unglobal consumer" who does not have a "one size fits all" need. Here, HBS Professors John Quelch and Deshpande bring together 13 Harvard Business School professors to discuss these and other problems and benefits encountered by executives in global markets. Topics to be discussed include: operating costs of global advertising and marketing services, global product standards; managing global supply chains; global account management; global brands; global knowledge sharing and performance drivers; managing global customers; and social marketing for global economic development.

Download or read book Globalization of Consumer Markets written by Erdener Kaynak and published by Routledge. This book was released on 2014-02-04 with total page 356 pages. Available in PDF, EPUB and Kindle. Book excerpt: The concepts, strategic frameworks, and cases in Globalization of Consumer Markets provide managers of global firms with new ideas for growth and keep them current with state-of-the-art global marketing strategies and management tools. With an increased understanding of the structure of today’s consumer markets, readers will find they have the key to success and survival in the global marketplace. The contributing authors present managerially oriented chapters, each of which is based on research or practical experience. These are designed to advance the reader’s knowledge of the globalizing consumer market. Focused around structure--how consumer markets on a global scale are being shaped--and strategy--successful methods necessary to global competitive marketing and how these strategies work--are the two main themes around which the book is organized. To further enable marketing professionals’success in the global marketplace, Globalization of Consumer Markets details actual strategies, action programs for competitive management, and exemplary cases. There are new ideas from expert marketers on opportunities for growth in the global marketplace and, most importantly, state-of-the-art marketing strategies and management tools. For professional marketers, this book is a must for prosperity in marketing consumer products and services on a global level. This is an ideal book for professional education in marketing of consumer products and services on a global level. Professionals will find a progression of chapters taking them through degree of globalization; market behavior and development; standardization of marketing programs and processes; managerial implications; and extensive references for further study.

Download or read book Global Marketing Management written by Masaaki (Mike) Kotabe and published by . This book was released on 2004 with total page 756 pages. Available in PDF, EPUB and Kindle. Book excerpt: Globalization : Globalization Imperative - Global marketing environment : Global Economic Environment - Financial Environment - Global Cultural Environment and Buying Behavior - Political and Legal Environment - Development of competitive marketing strategy : Global Marketing Research - Global Segmentation and Positioning - Global Marketing Strategies - Global Market-Entry Strategies - Global Sourcing Strategy: R & D, Manufacturing, and Marketing Interfaces - Global marketing strategy development : Global Product Policy Decisions I: Developing New Products for Global Markets - Global Product Policy Decisions II: Marketing Products and Services - Global Pricing - Communicating with the World Consumer - Sales Management - Global Logistics and Distribution - Export and Import Management - Managing global operations : Planning, Organization, and Control of Global Marketing Operations - Global Marketing and the Internet.

Download or read book Global Marketing Management written by Robert Dow Buzzell and published by Prentice Hall. This book was released on 1992 with total page 772 pages. Available in PDF, EPUB and Kindle. Book excerpt: Designing strategies for global competition; Global marketing programs; Organizing and controlling global marketing operations; Special issues in global marketing.

Download or read book International Marketing written by Hans Mühlbacher and published by Cengage Learning. This book was released on 1999 with total page 1016 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the age of globalism, international marketers need to adopt a global perspective if they are to compete successfully. International Marketing: A Global Perspective starts from the premise that any firm - regardless of size - can compete globally. The challenge for todayÂ's manager is to identify and seize the opportunities most appropriate to their company. International Marketing: A Global Perspective examines the main issues facing companies that want to compete successfully in the global marketplace. It combines extensive coverage of the relevant theories with a practical approach to the issues. Written in a clear and accessible style, it is divided into several sections covering: assessing a potential market economically, culturally and politically; identifying cultural similarities and differences; deciding which products to market internationally and how to price and promote them; motivating marketing managers to compete globally; building and implementing successful marketing strategies - from making strategic decisions and choosing market positions and entry methods to developing a marketing plan. Using real-world case studies and vignettes centred on contemporary problems and issues, International Marketing: A Global Perspective will be ideal for undergraduates, MBA students and students following executive courses in international marketing or strategy.

Download or read book Why are so many companies trying to standardize their global marketing mixes With examples show the limitations to this approach written by Stefan Lüer and published by GRIN Verlag. This book was released on 2004-11-10 with total page 19 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2003 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,0, University of Applied Sciences Ludwigshafen, course: Transnationales Marketing, language: English, abstract: As I start off I will try to define the word “globalisation”, so I can move on with my argumentation on basis of this definition. Via internet, just like in several journals, magazines and books, one can find numerous definitions and essays about what “globalisation” is supposed to be. Just to give the reader some impression on the variety, I wrote down a few of them. On an official homepage of the Canadian government is written: “The term “globalisation” describes the increased mobility of goods, services, labour, technology and capital throughout the world. Although “globalisation” is not a new development, it’s pace has increased with the advent of new technologies especially in the area of communications.” . At http://www.globalisation101.org you will read “Globalisation is a term used to describe the acceleration and intensification of economic interaction among the people, companies, and governments of different nations.”. In the opinion of Prof. Werner Antweiler “Globalisation is the process by which nationality and geographic location become increasingly irrelevant for economic activities.” . As you recognize, “Globalisation” is a word which lacks of a definite definition. Hence I have decided to define “Globalisation” as follows. Globalisation will be seen as a strategy of; on global basis operating corporations, with the focus on the establishment of a worldwide competitive advantage, through the use of local benefits and economies of scale. This definition is build upon the convergence-theory whereafter the interests and desires of various nations draw close. The reason is the technological and economical evolution which gradually makes cultural differences obsolete.

Download or read book Global Marketing written by Kate Gillespie and published by Routledge. This book was released on 2021-09-30 with total page 518 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategic, comprehensive, and concise, the fifth edition of this popular textbook introduces students to the important concepts of global marketing today, and their managerial implications. Increasingly, marketing activities must be integrated at a global level. Yet, the enduring influence of culture requires marketers to adapt local strategies in light of cultural differences. Global Marketing takes a strategic approach, recognizing the need to address both the forces of globalization and those of localization. Key updates include: Extensive real-life examples and cases from developed and emerging markets, including Africa, Latin America, and the Middle East; New topics such as digital distribution options, the participation of customers, and the rise of social media, including Twitter, Facebook, and TikTok; Updated exploration of often overlooked topics, such as China’s state-owned enterprises, the importance of diasporas as target markets, the threat of transnational criminal organizations to legitimate marketers, and new tensions among trading partners; A stronger recognition of the need for a growth mindset, value orientation, and innovation. Written in a student-friendly style, this fully updated new edition continues to be the textbook of choice for students of global marketing.

Download or read book Globalization of Marketing Strategies in the Light of Segmentation and Cultural Diversity written by Tomislaw Dalic and published by GRIN Verlag. This book was released on 2007-10 with total page 26 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2001 in the subject Business economics - Business Management, Corporate Governance, grade: 8, Maastricht University (-), course: Comparative Management, language: English, abstract: lobalization is one of words used nowadays to describe the convergence of cultures. Cultures are believed to move closer together as a result of increased travel, better communication methods and enhanced transportation opportunities (Hassan,1991). Companies try to anticipate this change by offering standardized products to a global audience. Examples of global products are credit cards, mobile phones, automobiles, food and beverages. The Big Mac, for example, is a standardized products market globally that it is used by economists to measure the purchase power of different currencies, the famous Big Mac Index. Marketers face many challenges in this global village but one of the most interesting challenge is how far can standardization of marketing efforts be pursued. Cultural differences are a logical barrier to standardization of the marketing strategies on a global scale. As there are countless cultures on this planet, there are also many different needs that must be satisfied by adapted marketing mixes. Therefore, standardization ignores the cultural differences for the sake of simplicity and cost savings. The knowledge of cultures and the understanding of cultures is important to develop effective marketing strategies across cultures. Simplifying cultures is done via segmentation. Segmentation helps clustering groups of people that might respond in the same manner to specially adapted marketing strategies. Segmentation plays a vital role in the process of standardizing marketing efforts. It helps standardizing customer groups. How far can companies go in standardizing their marketing efforts? This topic is discussed by many authors as mentioned later in this article and represent a dilemma global companies face. Either they simplify their marketing strate

Download or read book Global Marketing Strategy written by Bodo B. Schlegelmilch and published by Springer Nature. This book was released on 2022-02-16 with total page 440 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book has been written for experienced managers and students in postgraduate programs, such as MBA or specialized master’s programs. In a systematic yet concise manner, it addresses all major issues companies face when conducting business across national and cultural boundaries, including assessing and selecting the most promising overseas markets, evaluating market entry alternatives, and examining the forces that drive adaptation versus standardization of the marketing mix. It looks at the various global marketing challenges from a strategic perspective and also addresses topics not usually found in international marketing texts, such as aligning marketing strategies with global organizational structures and managing the relationship between national subsidiaries, regional headquarters, and global headquarters, as well as corporate social responsibility challenges and pertinent future trends that are likely to affect global business. A guide to suitable video resources giving additional background to this book can be downloaded by all readers by contacting the author. Instructors can also obtain additional support material for teaching. Please email Bodo Schlegelmilch at WU Vienna, using your institutional email and stating your university affiliation: - More than 400 PowerPoint slides covering the material in each chapter- Open Ended Questions - A comprehensive multiple choice test bank with solutions

Download or read book Global Marketing Management written by John A. Quelch and published by South-Western. This book was released on 2006 with total page 696 pages. Available in PDF, EPUB and Kindle. Book excerpt: A collection of Harvard Business School cases by the editors accompanied by additional authors, emphasizing the marketing strategies of domestic marketers to international markets.

Download or read book Global Marketing written by Ilan Alon and published by Routledge. This book was released on 2016-11-10 with total page 714 pages. Available in PDF, EPUB and Kindle. Book excerpt: Global Marketing provides students with a truly international treatment of the key principles that every marketing manager should grasp. International markets present different challenges that require a marketer to think strategically, and apply tools and techniques creatively in order to respond decisively in a fiercely competitive environment. Alon et al. provide students with everything they need to rise to the challenge: Coverage of small and medium enterprises, as well as multinational corporations, where much of the growth in international trade and global marketing has occurred. A shift toward greater consideration of services marketing as more companies move away from manufacturing. A focus on emerging markets to equip students with the skills necessary to take advantage of the opportunities that these rapidly growing regions present. Chapters on social media, innovation, and technology teach students how to incorporate these new tools into their marketing strategy. New material on sustainability, ethics, and corporate social responsibility; key values for any modern business. Short cases and examples throughout the text show students how these principles and techniques are applied in the real world. Longer cases provide instructors and students with rich content for deeper analysis and discussion. Covering key topics not found in competing books, Global Marketing will equip students with the knowledge and confidence they need to become leading marketing managers. A companion website features an instructor’s manual with test questions, as well as additional exercises and examples for in-class use.

Download or read book Global vs Local Marketing An Analysis of the Usefulness for Global Companies written by Valea Adams and published by GRIN Verlag. This book was released on 2017-01-04 with total page 23 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2016 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, The FOM University of Applied Sciences, Hamburg, language: English, abstract: This seminar paper evaluates the dimensions of standardized global marketing and local marketing for global companies by starting with a short insight into globalization and global firms in general, followed by an illustration of the global-local dilemma, that forces a decision on the choice between selling the same product across all boundaries and the implementation of local marketing strategies in order to respond to regional differences. The term paper continues with an explanation of local and standardized global marketing, exemplified by the global players McDonald’s and Apple and concludes with a comparison of both approaches. The debate on standardization and adaptation in marketing has sparked a debate for decades. Dating back to Levitt, who is one of the leading advocates of the standardization approach in marketing, many other researchers followed Levitt’s argument about the homogenization of consumer markets. However, critics of this thesis argue, that just a just a few products can be easily standardized in a global manner. Kotler argues that national marketing can’t be simply extended to an international level as consumer behavior significantly varies depending on the country. Today, virtually every major company is forced to compete in the global market. And global marketers need to navigate through diverse cultures that go along with unpredicted rules and differences. Companies that are taking their business global and aim to successfully sell their products and services in foreign markets face many challenges. The most challenging decision in this progress is the degree of standardization or adaptation in the firm’s operations. Many companies have understood the importance of global activities.

Download or read book International Marketing and the Country of Origin Effect written by G. Bertoli and published by Edward Elgar Publishing. This book was released on 2013-01-01 with total page 225 pages. Available in PDF, EPUB and Kindle. Book excerpt: 'The approach of the chapters that comprise this volume is academically rigorous and at the same time managerially relevant, which is why I believe the book helps to push the made-in research agenda forward at the same time as it provides practitioners with new ideas they can apply to their brands.' – Nicolas Papadopoulos, Carleton University, Canada The country of origin of goods and services can have positive or negative effect on customers' intentions to purchase. This book analyzes the impact of this effect on the international development of Italian companies in emerging markets. The chapters refer to a wide range of issues, including made-in effects in relation to ethnocentrism and to corporate social responsibility in small and medium-sized enterprises; the interactions and synergistic effects between product-related made-in images and the images of places as tourism destinations; distribution channel issues; 'made-in topics' in relation to emerging markets; and a review of the relevant literature on country of origin effects. The contributors propose strategies and tools that companies might leverage to develop their international marketing and suggest policies that might strengthen these efforts. This original work will prove to be a valuable resource for students and researchers of international marketing and strategy as well as policy makers.

Download or read book Globalization and Its Managerial Implications written by C. Rao and published by Bloomsbury Publishing USA. This book was released on 2000-11-30 with total page 321 pages. Available in PDF, EPUB and Kindle. Book excerpt: Globalization is a force with a strong, analyzable impact on management practices. Rao and his contributors explore its implications and show how globalization's impacts differ by sector and region of the world. Taking a comprehensive and integrated approach to the managerial implications of globalization, they report research on six groups of critical issues: the environmental, micromanagerial, the exporter-importer interaction, market communications, sectoral management, and regional management. Academicians and executive policy makers concerned with the internationalization of business will find the book of special importance. It may also be used as a text supplement in graduate courses in international business and marketing. Rao's contributors focus primarily on the managerial implications of the globalization process that are of most concern to management today. Combining conceptualization with empirical research, they show how pervasive is the environmental force of globalization, and focus on such up-to-date concerns as relationship marketing and the complex issues of importer-exporter interaction. The result is a useful insight into the interaction processes that govern international trading. The contributors focus too on the unique impacts of globalization on information technologies, the services industry, and small and medium-sized firms. They also investigate the phenomena of newly emerging markets struggling to embrace free market systems and identify the challenges and opportunities these markets offer and how distinctly different they are from one market to another.

Download or read book Global Marketing Strategy written by Susan P. Douglas and published by McGraw-Hill Companies. This book was released on 1995 with total page 584 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book International Marketing in a Globalized World An Analysis of Italian Consumer Preferences written by Francesca Bradaschia and published by GRIN Verlag. This book was released on 2021-05-18 with total page 66 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2021 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, , language: English, abstract: During the last decades, globalization has altered world economies, societies, and cultures, and thus created a new dynamic reality. Today, companies and managers are continuously faced with the standardization versus localization controversy, and even though numerous studies and theories have been published, including Theodore Levitt's renowned "The Globalization of Markets", to date, no solution has been reached. Therefore, the purpose of this study is to determine the influence of Italy's representation in marketing campaigns and thus provide a framework for managers and marketers of international as well as Italian companies who wish to market and advertise their goods and services in Italy successfully. Following the analysis of existing literature, to test the hypotheses that the greater the representation of the Italian culture and values, the higher the purchase likeliness and positive feelings associated with a campaign, an online-based survey was employed. Subsequently, the collected responses were analyzed utilizing the Wilcoxon Signed Ranked Test and the Kruskal-Wallis Statistical Test. The tested hypotheses were statistically significant, and an increase in both purchase likeliness, as well as positive feelings, was registered in marketing campaigns portraying the Italian culture. The results suggest that marketers and firms that decide to represent the Italian culture in their marketing campaigns and advertising and hence implement a localization strategy are more likely to increase advertisement appreciation along with sales. Though, having Covid-19 altered world balances, it is recommended to repeat the analysis at a distance of one year. Also, further research is essential in order to evaluate the impact of price on Italians' buying behavior, as it was not incorporated in the conducted study.