Globalisation, localisation and glocalisation in terms of international marketing strategy Реферат по маркетингу и рекламе | Диплом Шоп | diplomshop.ru
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Реферат  Globalisation, localisation and glocalisation in terms of international marketing strategy

Предмет:Маркетинг и реклама.
Сдавалась в ВУЗе:Northumbria University.
Кол-во страниц:16.
Цена:500 руб. Купить реферат »

Содержание:

Table of contents
Introduction
1. Globalisation and international marketing strategy
2. Localisation and international marketing strategy
3. Glocalisation and international marketing strategy
Conclusion
References
Bibliography
__________________________________________________________________
Introduction
A key objective of this paper is, using various theoretical frameworks, to analyse what the terms “globalisation”, “localisation” and “glocalisation” mean in context of international marketing strategy. Furthermore, this analysis also involves examples from different brands in order to illustrate how successfully companies, who promote these brands, employ global, local and glocal marketing strategies.
The main body of this report is represented in three main chapters. The first chapter analyses globalisation in context of international marketing strategy and gives examples of how global companies pursue their global strategies. In the second chapter the local marketing strategy and an example of its implementation are discussed. The third chapter describes glocalisation in context of international marketing strategy with examples from global brands. At the end of this report conclusion is drawn which comes up with results of the analysis.

References
Bhagwati, J.N. (2004) In defence of globalization. New York: Oxford University Press.
Coe, N.M. and Lee, Y.-S. (2006) ‘The Strategic Localization of Transnational Retailers: The Case of Samsung-Tesco in South Korea’, Economic Geography, 82(1), pp. 61-88.
Daft, D. (2000) ‘Back to classic Coke’, The Financial Times, 27 March, p. 20.
Featherstone, M. (1996) ‘Localism, Globalism and Cultural Identity’. In Wilson, R. and Dissanayake, W. (Eds.), Global/Local: Cultural Production and the Transnational Imaginary. Durham: Duke University Press, pp. 46-77.
Gschwandtner, G. (2004) ‘The Powerful Sales Strategy Behind Red Bull’, Selling Power Magazine, September. Available at: http://www.redbull.com/images/historysection/pdf/1/Selling_Power_DM_Sept.pdf (Accessed: 19 May 2009).
Hamel, G. and Prahalad, C.K. (1985) ‘Do you really have a global strategy?’, Harvard Business Review, Vol. 63, July-August, pp. 139-148.
Hout, T., Porter, M.E. and Rudden, E. (1982) ‘How global companies win

 

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