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From Local To Global Markets
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Book Synopsis Global Marketing: Foreign Entry, Local Marketing, and Global Management by : Johny K. Johansson
Download or read book Global Marketing: Foreign Entry, Local Marketing, and Global Management written by Johny K. Johansson and published by McGraw-Hill/Irwin. This book was released on 2008-11-03 with total page 696 pages. Available in PDF, EPUB and Kindle. Book excerpt: Johanssons Global Marketing, 5/e utilizes a three-pronged framework to organize the discussion of how to conduct global business: Foreign Entry, Local Marketing, and Global Management. Johansson seeks to develop the varied skills a marketing manager needs to be successful in each of these tasks. The discussion progresses from how to market an existing product outside of the domestic market to how to develop a new product for specific local markets and then broadens the scope to discuss marketing and management topics from a global managerial perspective. Legal, regulatory, political, and cultural, issues are discussed as appropriate throughout the text. Excellent examples and cases, many of which are drawn from the authors rich international experience, help students move from concept to application.
Book Synopsis World Class by : Rosabeth Moss Kanter
Download or read book World Class written by Rosabeth Moss Kanter and published by Simon and Schuster. This book was released on 1997-01-03 with total page 420 pages. Available in PDF, EPUB and Kindle. Book excerpt: Shows how to turn globalization into opportunity--to grow new businesses, create new jobs, revitalize regions, and develop international cities of the future.
Book Synopsis Introduction to Business by : Lawrence J. Gitman
Download or read book Introduction to Business written by Lawrence J. Gitman and published by . This book was released on 2018 with total page 732 pages. Available in PDF, EPUB and Kindle. Book excerpt: Introduction to Business covers the scope and sequence of most introductory business courses. The book provides detailed explanations in the context of core themes such as customer satisfaction, ethics, entrepreneurship, global business, and managing change. Introduction to Business includes hundreds of current business examples from a range of industries and geographic locations, which feature a variety of individuals. The outcome is a balanced approach to the theory and application of business concepts, with attention to the knowledge and skills necessary for student success in this course and beyond.
Book Synopsis All Business Is Local by : John A. Quelch
Download or read book All Business Is Local written by John A. Quelch and published by Penguin. This book was released on 2012-02-02 with total page 222 pages. Available in PDF, EPUB and Kindle. Book excerpt: Why businesses should never underestimate the power of place. Today's business leaders are so obsessed with all things global and virtual that they risk neglecting the critical impact of physical place. It's a paradox of the Internet age: now that it's possible for businesses to be everywhere at once, they need to focus on what it means to be one specific place at a time. The best global brands, from IBM to McDonald's, are by design also the leading local brands. For instance, your decision to patronize Starbucks will depend on whether it's the best local coffee shop in your neighborhood, not on how many thousands of global locations it has. Marketing experts John Quelch and Katherine Jocz offer a new way to think about place in every strategic decision-from how to leverage consumer associations with locations to where to position products on the shelf. They explore case studies such as Nike and The Apple Store, which use place in creative ways. Drawing on a blend of hard data and engaging anecdotes, this book will help any business-from global mega-brands to boutique, small town stores- influence customers more effectively.
Book Synopsis Global Value Chains by : Meine Pieter van Dijk
Download or read book Global Value Chains written by Meine Pieter van Dijk and published by Amsterdam University Press. This book was released on 2012 with total page 281 pages. Available in PDF, EPUB and Kindle. Book excerpt: Mondiale waardeketens zijn het complexe netwerk van activiteiten tussen lokale producent en eindgebruiker. "Global value chains" schetst de invloed van deze waardeketens op lokaal, nationaal en internationaal niveau. Het boek geeft eerst een theoretisch en wetenschappelijk kader. Vervolgens krijgt de lezer een compleet beeld van de betekenis van mondiale waardeketens aan de hand van diverse casestudies, zoals de bierbrouwindustrie in Ghana, de Namibische bio-industrie, de industrie van halfgeleiders in China en Maleisië en het toerisme in Tanzania.
Book Synopsis Winning Global Markets by : Philip Kotler
Download or read book Winning Global Markets written by Philip Kotler and published by John Wiley & Sons. This book was released on 2014-08-06 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: A new marketing paradigm focuses on the concentrated economic power of 600 global cities. City-Centered Marketing: Why Local is the Future of Global Business is a compelling practical analysis of a new direction of marketing within the context of intensifying urbanization and the shift of global economy from West to East. Philip Kotler, one of the world's foremost marketing experts, and his brother Milton, an international marketing strategist, explain why the future of marketing must focus on top global cities and their metro regions, and not squandered resources on small cities. Marketing is city-centered activity. 600 global cities will contribute 65 percent of the global GDP of $67 trillion by 2025. The top 100 cities will contribute 25 percent of GDP, and 440 of these top 600 cities will be in the developing world. Top cities have to improve their marketing prowess in compete for the right companies and settling on the best terms. By 2025, the vast majority of consuming and middle-income households will be in developing regions. While New York, Los Angeles, and Chicago will remain major players because of high per-capita GDP and capital and intellectual assets, companies will pay more attention to growing city regions in the developing world. Multinational businesses must change the culture of their headquarters, divisions and branches, as well as their value chain stakeholders to take advantage of these market changes. The book details the strategies for sustainable growth with topics like: Resource allocation in developed versus developing city markets Shifting the focus to city regions instead of central governments The rise of new multinational corporations from developing economies Declining consumer and business growth in developed cities Cities in China, Brazil, India, and throughout the Middle East and Latin America are rising to become major players in the global marketplace. Philip and Milton Kotler argue that an inversion is taking place, and top cities are growing economically faster than their national rate of growth. These emerging city markets are critical to company growth , and City-Centered Marketing: Why Local is the Future of Global Business provides the vital information and guidelines that companies need to plan accordingly.
Book Synopsis Cross-Cultural Consumption by : David Howes
Download or read book Cross-Cultural Consumption written by David Howes and published by Routledge. This book was released on 2002-11-01 with total page 228 pages. Available in PDF, EPUB and Kindle. Book excerpt: Goods are imbued with meanings and uses by their producers. When they are exported, they can act as a means of communication or domination. However, there is no guarantee that the intentions of the producer will be recognized, much less respected, by the consumer from another culture. Cross-Cultural Consumption is a fascinating guide to the cultural implications of the globalization of a consumer society. The chapters address topics ranging from the clothing of colonial subjects in South Africa and the rise of the hypermarket in Argentina, to the presentation of culture in international tourist hotels. Through their examination of cultural imperialism and cultural appropriation of the representation of otherness and identity, Howes and his contributors show how the increasingly global flow of goods and images challenges the very idea of the cultural border and creates new spaces for cultural invention. Marian Bredin, Concordia University, Constance Classen, Jean Comaroff, University of Chicago, Mary Crain, University of Barcelona, Carol Handrickson, Marlboro Colleg
Book Synopsis Global and Local Strategies Regarding Products and Prices. Communication between Global Brands and Global Markets by : Ender Gülcan
Download or read book Global and Local Strategies Regarding Products and Prices. Communication between Global Brands and Global Markets written by Ender Gülcan and published by GRIN Verlag. This book was released on 2017-10-09 with total page 15 pages. Available in PDF, EPUB and Kindle. Book excerpt: Document from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, Northumbria University, language: English, abstract: This paper deals with global and strategies regarding products and prices. The second part is about the analysis of the target market of Haagen Dazs. According to Keegan and Green a product is a “good, service, or idea with both, tangible and intangible attributes that collectively create value for a buyer or user”. The management decision, which product and brand strategies should be followed within the global market, is the indispensably crucial core of international marketing. What is understood as a product covers not only the functional physical object which is sold, but also the packaging and supporting services which together constitute the value brought to and bought by the customer. The globalization led to the product standardization strategy. The standardization strategy aims to market products in multiple markets, which are essentially the same in respect of the product itself and the sales and promotion activities, the advertising activities and the distribution channels.
Book Synopsis Combining the Local and Global Markets by : Maria Mastanduno
Download or read book Combining the Local and Global Markets written by Maria Mastanduno and published by . This book was released on 2014 with total page 138 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Emerging Issues in Global Marketing by : James Agarwal
Download or read book Emerging Issues in Global Marketing written by James Agarwal and published by Springer. This book was released on 2018-03-28 with total page 387 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines emerging theories, frameworks, and applications of global marketing for the 21st century. It highlights how global marketing is changing in a globalized and digital economy that is fast increasing in complexity and uncertainty. The traditional approach to global marketing is no longer sufficient to address the emerging issues in global markets. Global companies need to challenge traditional assumptions in global marketing in an era of shifting political, cultural, economic, and technological changes. They need to take a fresh look at the contemporary threats and opportunities in markets, institutions, and technology and how they affect entry and expansion strategies through careful re-calibration of the marketing-mix. This book offers new insights for global marketing that addresses these issues. This book should be an ideal resource to both academic scholars and reflective practitioners globally such as CEOs and chief marketing officers as well as government officials and policy makers interested in formulating strategies/policies for global marketing activities in the face of a globalized and digitized economy. This well-crafted research volume is an excellent addition to the growing literature on new trends in international marketing. The authors present the latest insight on the impact of phenomena such as cross-border e-commerce and digital markets, and they discuss new tools for political risk assessment, international branding and more broadly the reconfiguring of marketing-mix strategies – A powerful reminder that the new global market remains a rugged landscape. - Alain Verbeke, McCaig Research Chair in Management and Editor-in-Chief Journal of International Business Studies, University of Calgary, Canada. Emerging trends in institutions, markets, and societies, along with new technological advances, are redefining the scope and strategy in global marketing. Professors Agarwal and Wu have assembled a remarkable collection of cutting-edge topics and issues that capture the shifting paradigm and contemporary developments in the global marketing field. This is an informative and timely resource that makes a valuable contribution, useful for both scholars and business practitioners of global marketing. - Constantine S. Katsikeas, Arnold Ziff Endowed Research Chair in Marketing & International Management, Editor-in-Chief Journal of International Marketing, University of Leeds, UK. This book presents new and cutting-edge thinking at a time when the traditional views of international marketing need to be scrapped. Convergence forces are creating new opportunities as well as threats on a daily basis, and marketing practitioners as well as scholars must be forewarned as well as forearmed on how to deal with these changes. The real growth is coming from the emerging nations, and the theories that provided sufficient insights ten years ago have been completely outmoded by the ever-accelerating rate of innovation and technological change as well as the pressures to address the needs of all of the firm’s relevant stakeholders. The strategic insights provided here are absolutely invaluable. Don’t miss an opportunity to read this book!! - John B. Ford, Professor of Marketing & International Business, Eminent Scholar & Haislip-Rohrer Fellow, Editor-in-Chief, Journal of Advertising Research, Old Dominion University, USA.
Book Synopsis Global Markets, Domestic Institutions by : Curtis J. Milhaupt
Download or read book Global Markets, Domestic Institutions written by Curtis J. Milhaupt and published by Columbia University Press. This book was released on 2003 with total page 579 pages. Available in PDF, EPUB and Kindle. Book excerpt: Investors and managers now routinely face counterparts who operate within different legal systems and who do not share similar social priorities. This tension between global markets and domestic institutions fuels the debate on corporate-governance reform; it also frames the debate in this volume.
Book Synopsis Global Markets and Local Crafts by : Frederick F. Wherry
Download or read book Global Markets and Local Crafts written by Frederick F. Wherry and published by JHU Press. This book was released on 2008-02-25 with total page 216 pages. Available in PDF, EPUB and Kindle. Book excerpt: Today it is not uncommon to find items in department stores that are hand-crafted in countries like Thailand and Costa Rica. These "traditional" crafts now make up an important part of a global market. They support local and sometimes national economies and help create and solidify cultural identity. But these crafts are not necessarily indigenous. Whereas Thailand markets crafts with a long history and cultural legacy, Costa Rica has created a local handicraft tradition where none was known to exist previously. In Global Markets and Local Crafts, Frederick F. Wherry compares the handicraft industries of Thailand and Costa Rica to show how local cultural industries break into global markets and, conversely, how global markets affect the ways in which artisans understand, adapt, and utilize their cultural traditions. Wherry develops a new framework for studying globalization by considering the phenomenon from the perspective of the supplier instead of the market. Drawing from interviews and extensive fieldwork shadowing artisans and exporters in their daily dealings, Wherry offers a rare account of globalization in motion—and what happens when market negotiations do not proceed as planned. Considering economic and political forces, flows of people and materials, and frames that define cultural and market situations as they play out in the artisan communities of these two countries, Wherry uncovers how authentic folk tradition is capitalized or created.
Book Synopsis Global Market Entry by : Christopher Nagel
Download or read book Global Market Entry written by Christopher Nagel and published by Xlibris Corporation. This book was released on 2012-08 with total page 87 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is intended to assist managers newly assigned to meaningful international responsibilities those with established positions, but looking for a primer on market-entry strategies, trade documentation, and the protection of a firm's international cash position. This short pragmatic text guides managers through the fundamental decisions necessary to access and serve new markets. The text also serves as a reference for the more granular' issues of trade finance. In the context of increasing levels of globalization and cross-border competition, the focus is on how managers can best position their firms for long-term sustainable profitability.
Book Synopsis Global Vs. Local Marketing. an Analysis of the Usefulness for Global Companies by : Valea Adams
Download or read book Global Vs. Local Marketing. an Analysis of the Usefulness for Global Companies written by Valea Adams and published by Grin Publishing. This book was released on 2017-02-07 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2016 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, 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.
Book Synopsis From Local to Global by : Ehsan Zarrini
Download or read book From Local to Global written by Ehsan Zarrini and published by BoD - Books on Demand. This book was released on 2023-10-09 with total page 204 pages. Available in PDF, EPUB and Kindle. Book excerpt: Embark on an exhilarating voyage with "From Local to Global," a captivating guide that unveils the secrets of propelling your business from modest origins to worldwide triumphs. Dive into riveting case studies and ingenious strategies that paint a vivid picture of how brands like Airbnb, Starbucks, and Alibaba conquered the global stage. This isn't just a book; it's your passport to a realm where innovation knows no bounds, and opportunities stretch beyond horizons. Unleash the power of market-savvy ingenuity, ride the waves of cultural diversity, and master the art of captivating a global audience. Unlock the gateway to worldwide success, where every chapter unfolds a treasure trove of strategies, each more exhilarating than the last. "From Local to Global" isn't just a guide; it's your compass to chart an exciting course through the uncharted waters of the global marketplace.Whether you're a visionary entrepreneur or a seasoned executive, "From Local to Global" equips you with the insights to reshape your narrative on the grand global canvas. Join us on a journey where potential knows no borders and success knows no limits. Your path from local beginnings to global acclaim starts here.
Book Synopsis Global Content Marketing: How to Create Great Content, Reach More Customers, and Build a Worldwide Marketing Strategy that Works by : Pam Didner
Download or read book Global Content Marketing: How to Create Great Content, Reach More Customers, and Build a Worldwide Marketing Strategy that Works written by Pam Didner and published by McGraw Hill Professional. This book was released on 2014-12-19 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: Engage Customers Around the World with Cross-Regional Content Marketing Technology has virtually erased national borders, forever transforming the way we reach and engage customers, as well as the way we search for and consume content. Global Content Marketing takes you step-by-step through the process of creating and refining your strategies to meet this new reality. LEARN HOW TO: Create content that engages people--regardless of their country and culture Identify key actions and strategies to apply to your projects Connect "dots" that others don't see and connect them in ways you never thought of before "Content marketing across geographies is a diff erent animal. In this smart, practical, and authoritative book, Pam Didner has tamed this animal for all of us." -- DOUG KESSLER, Creative Director, Velocity "A valuable guide to developing and distributing your global content effectively." -- NANCY BHAGAT, former VP, Global Marketing Strategy, Intel, and current Divisional CMO, TE Connectivity "This book is the blueprint for engineering a modern scalable content marketing operation." -- PAWAN DESHPANDE, CEO, Curata “Finally the book that explores all critical aspects of global content marketing! Whether you are a small business or a Fortune 500 company, it is essential to understand the 4P’s developed by Pam Didner. Read it and take your content strategy to the whole new level." -- EKATERINA WALTER, author of Think Like Zuck and coauthor of The Power of Visual Storytelling
Book Synopsis The Global Marketing Imperative by : Michael R. Czinkota
Download or read book The Global Marketing Imperative written by Michael R. Czinkota and published by N T C Business Books. This book was released on 1995 with total page 328 pages. Available in PDF, EPUB and Kindle. Book excerpt: The global imperative the world is your marketplace; Familiarity breeds success international research: the broad-brush approach; The closer, the better in-depth international research; Taking your first steps finding local guides and shipping the goods; Presence without proprietorship easing into the market through licensing and franchising; The art of negotiation: global style; What if the shoe doesn't fit adapting products for international markets; What price the world? global pricing strategy; The payoff establishing terms of payment; Tapping into public financing commercial loans and lines of credit; Countertrade the old barter system takes on new life; Betting on the winners foreign direct investment, joint ventures, and management contracts; Who'sat the whell? controlling foreign operations; Getting the word out global promotional strategies, policies, and ploys; Remarkable, risky, and rewarding global marketing into the 21st century.
