The Content of Global Marketing Essay

2516 Words11 Pages
Fifth Edition

GLOBAL MARKETING
A DECISION-ORIENTED APPROACH Svend Hollensen

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CONTENTS

Preface Guided tour Acknowledgements Publisher's acknowledgements Abbreviations About the author

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PARTI

THE DECISION WHETHER TO INTERNATIONALIZE 1 Global marketing in the firm
Learning objectives 1.1 Introduction to globalization 1.2 The process of developing the global marketing plan 1.3 Comparison of the global marketing and management style of SMEs and LSEs 1.4 Should the company'stay at home'or'go abroad'? 1.5 Development of the global marketing concept 1.6 Forces for global integration and market responsiveness 1.7 The value chain as a framework for identifying international competitive
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Massive protests during a meeting in London 2009 6.2 Sauer-Danfoss: which political/economic factor would affect a manufacturer of hydraulic components? 6.3 Video case study: debate on globalization Questions for discussion References 6.1

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7

The sociocultural environment
Learning objectives 7.1 Introduction 7.2 7.3 7.4 7.5 7.6 7.7 •

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Layers of culture High- and low-context cultures Elements of culture Hofstede's original work on national cultures (the '4 + 1' dimensions model) The strengths and weaknesses of Hofstede's model Managing cultural differences

7.8 Convergence or divergence of the world's cultures 7.9 The effects of cultural dimensions on ethical decision-making 7.10 Social marketing 7.11 Summary Case studies 7.1 Lifan: a Chinese sub-supplier and brand manufacturer of motorcycles is aiming at the global market

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7.2 IKEA catalogue: are there any cultural differences? 7.3 Video case study: communicating in the global world Questions for discussion References

8

The international market selection process
Learning objectives 8.1 Introduction 8.2 International market selection: SMEs versus LSEs

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CONTENTS

8.3 Building a model
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