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.In 2002 the Electrolux Group had a total sales of a‚n14, 500 million, of which a‚n800 million was left for operating profit. ... M/e/e Miele ( is a German-based, family-run company, which produces a range of premium household appliances ... The company began producing washing machines in 1900, with vacuum cleaners and dishwashers added to the product portfolio in the 1920s.

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

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