The new global marketing : local adaptation for sustainability and profit /
Johny K. Johansson.
Bok Engelsk 2018
| Originaltittel | [ The new global marketing : .] Engelsk
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|---|---|
| Medvirkende | |
| Omfang | 561 sider : illustrasjoner
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| Utgave | 2. utg.
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| Opplysninger | I. Preparing to go global -- 1: Global marketing in a new era -- 2: Company strengths and weaknesses -- II. International opportunities and threats -- 3. The economic environment -- 4: The political and legal environment -- 5: The cultural environment -- III. Country selection and entry strategies -- 6: Country assessment and local market research -- 7: Modes of entry -- 8: Market segmentation and product positioning -- IV. Global localization strategies -- 9: Global products and brands -- 10: Global services -- 11: Global pricing -- 12: Global distribution and e-commerce -- 13: Global advertising and promotion -- 14: Digital global marketing -- 15: Global-local organization.. - The New Global Marketing: Local Adaptation for Sustainability and Profit discusses the ways that marketing managers can assess the potential for global expansion and help their firms capitalize on opportunities. The book explores which companies and products should expand internationally, what countries offer the best opportunities, and which marketing plan will lead each product or company to success. The material adapts well-established frameworks to demonstrate how the global marketer can assess company strengths and weaknesses and analyze opportunities and risks in foreign markets. It discusses the proper balance between standardization and localization, and addresses the importance of the "triple" bottom line - environmental sustainability, social fairness, and financial performance. Students also learn about bottom-of-the-pyramid markets, the role of digital global marketing, and the importance of adapting to international political, social, and environmental pressures.
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| Dewey | |
| ISBN | 9781516527076
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