Description
Book SynopsisSvend Hollensen is Associate Professor of International Marketing at the University of Southern Denmark and has worked as a marketing consultant for several international companies and organisations. His other Pearson books include among others
Global Marketing, Seventh Edition, published in 2017.
Table of ContentsChapter 1 Introduction
Part I Assessing the competitiveness of the firm (internal)
Chapter 2 Identification of the firm’s core competences
Chapter 3 Development of the firm’s competitive advantage
Part II Assessing the external marketing situation
Chapter 4 Customer behaviour
Chapter 5 Competitor analysis and intelligence
Chapter 6 Analysing relationships in the value chain
Part III Developing marketing strategies
Chapter 7 SWOT analysis, strategic marketing planning and portfolio analysis
Chapter 8 Segmentation, targeting, positioning and competitive strategies
Chapter 9 CSR strategy and the sustainable global value chain
Part IV Developing marketing programmes
Chapter 10 Establishing, developing and managing buyer–seller relationships
Chapter 11 Product and service decisions
Chapter 12 Pricing decisions
Chapter 13 Distribution decisions
Chapter 14 Communication decisions
Part V Organising, implementing and controlling the marketing effort
Chapter 15 Organising and implementing the marketing plan
Chapter 16 Budgeting and controlling
Appendix Market research and decision support system
Glossary
Index
