Global Marketing

Global Marketing

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Drawing on an incomparable breadth of international examples, Svend Hollensen not only demonstrates how global marketing works, but also how it relates to real decisions around the world. Extensive coverage of hot topics such as blue ocean strategy; celebrity branding; brand piracy; and viral marketing. Brand new case studies focus on globally recognised brands and companies operating in a number of countries, including IKEA, Philips, Nokia, Guinness and Cereal Partners Worldwide. All new video cases accompany every chapter and are available at, featuring such firms as Nike, Starbucks, BMW, Ford and McDonalds.Smaller high street stores in small and medium-sized towns attract buyers of small electrical appliances, like vacuum ... Then in 2000 Dyson unveiled a novel type of washing machine - called the a#39;Contrarotatora#39; because it featured two drums spinning in opposite directions. ... (Marsh, 2006) Sources: ;;;; ;anbsp;...

Title:Global Marketing
Author:Svend Hollensen
Publisher:Pearson Education - 2007


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