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.had a brand value. Harley-Davidson led the way here with branded goods ranging from desk clocks to womena#39;s thongs, feeding hugely into profits. ... where having a 50 cc or 100 cc bike is the first step on a transportation ladder that eventually leads to a Toyota Corolla. India and ... For the fiscal year ended 2005 total Harley-Davidson motorcycle shipments were 264, 700 units. Market ... The challenge A big problem for Triumph is still the relative low unit volume of motorcycles. Triumphanbsp;...

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


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