Topic outline

  • 5th November

    How to manage marketing globally?

                            Global products, services and branding

                            Global distribution strategies

     

    Pre-readings               Farrell: Global Marketing: Practical Insights and International Analysis (2015), ch 9, 10

    Edelman, David C. (2010), Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places, Harvard Business Review, December 2010

     Holt, Douglas B., Quelch, John A. and Taylor (2004), How Global Brands Compete, Harvard Business Review, September, 2004

     Case                                   Sodastream International: Championing – and Marketing – Values. Shlomo Ben-Hur, Benoit Leleux, David Gray. IMD, IMD947-PDF-ENG. 12 pages. September 22, 2018.

    Visitor             Dr Sc (Econ) Eiren Tuusjärvi: Building a successful brand       


    • Not available unless: You are a(n) Student
      Farrell ch 9 product and branding File PPTX
    • Not available unless: You are a(n) Student
      Farrell 10 Distribution File PPTX
    • Not available unless: You are a(n) Student
      Quiz and questions related to ch 9 File DOCX
    • Not available unless: You are a(n) Student
      Slides from Eiren Tuusjärvi File PDF
◄ Previous section
For Aalto users