A26E00800 - Global Marketing Management, 22.10.2020-21.11.2020

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       

  
  

  • Select activity Farrell ch 9 product and branding

    Not available unless: You are a(n) Student

    

    Farrell ch 9 product and branding File PPTX
  • Select activity Farrell 10 Distribution

    Not available unless: You are a(n) Student

    

    Farrell 10 Distribution File PPTX
  • Select activity Quiz and questions related to ch 9

    Not available unless: You are a(n) Student

    

    Quiz and questions related to ch 9 File DOCX
  • Select activity Slides from Eiren Tuusjärvi

    Not available unless: You are a(n) Student

    

    Slides from Eiren Tuusjärvi File PDF