LibGuides: BA437/637: International &amp; Global Business by Chapter: Chapter Twelve

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Suggested Resources for Chapter Twelve

Expand, grow, thrive: 5 proven steps to turn good brands into global brands through the LASSO method by Pete Canalichio
Publication Date: 2018
eBooks on EBSCOhost
Global marketing & public relations by Editors of Salem
Publication Date: 2017
eBooks on EBSCOhost
International marketing: Theory and practice from developing countries by Charles, Goodluck, Anderson
Publication Date: 2016
ProQuest Ebook Central
Launching new products: Best marketing and sales practices by Westman, John C.
Business Expert Press
Marketing & economics: An integrative approach to making effective business decisions in the global marketing world by Kermally, Sultan
Publication Date: 2016
eBooks on EBSCOhost

Coca-Cola and PepsiCo advertising in Pakistan: Changing trends of cultural values manifested in television commercials by Shahid, Saima E;& Ashfaq, Ayesha
Journal of the Research Society of Pakistan; Vol. 58, Iss. 2, (Jun 2021): 270.
Decision-making and cost deviation in new product development projects by Olsson, Anne-Cathrine Thore; Johannesson, Ulf; Schweizer, Roger.
International Journal of Managing Projects in Business;Vol. 11, Iss. 4, (2018): 1066-1085.
The Evaluation of marketing mix elements: A case study by Thabit H. Thabit; Manaf B. Raewf.
International Journal of Social Sciences & Educational Studies, Vol 4, Iss 4, Pp 100-109 (2018)
The Global marketing flywheel: How to think about international growth in a changing world by Safar, Libor
MultiLingual. Nov/Dec2020, Vol. 31 Issue 6, p16-21
How firms implement marketing Strategies in emerging markets: an empirical assessment of the 4a marketing mix framework by Dadzie, K. Q; Amponsah, D. K; Dadzie, C. A; Winston, E. M.
Journal of Marketing Theory and Practice; Vol. 25, Iss. 3, (Summer 2017): 234-256.
How to enhance product development: The key role of knowledge harvesting
Development and Learning in Organizations; Vol. 33, Iss. 3, (2019): 25-27.
International-market-information use across new-product-development stages: Antecedents and performance implications by Dubiel, Anna; Banerjee, S.; Ernst, H.; Subramaniam, M.
International Marketing Review; Vol. 35, Iss. 5, (2018): 760-784.
Price as the strongest marketing mix tool in the buying process from a consumer perspective by Gburova, J.; Bacik, R.
Economic and Social Development: Book of Proceedings; 807-812, (Dec 14/Dec 15, 2018)
Reshaping traditional marketing mix to include social media participation by Pantano, E.; C.s-Vasilios P.; Migliano, G.
European Business Review; Vol. 31, Iss. 2, (2019): 162-178.
Revisiting international marketing strategy in a digital era: Opportunities, challenges, and research directions by Katsikeas, C.; Leonidou, L.; Zeriti, A.
International Marketing Review; Vol. 37, Iss. 3, (2020): 405-424
Special issue on the future of international marketing: Trends, developments, and directions
Journal of International Marketing. Mar2018, Vol. 26 Issue 1. Five articles:
Global customer engagement
International market entry strategies: Relational, digital, and hybrid approaches
Marketing capabilities in international marketing
Consumers and brands across the globe: Research synthesis and new directions
An assessment of the exporting literature: Using theory and data to identify future research directions

Global Branding: Business Without Borders
Films on Demand (10 min)
Effective global branding requires a sound understanding of different international markets, and how products or services themselves, and the language and imagery used in their promotion, best suits consumers.
Identifying Marketing Channels and Understanding the Role of Distributors: Going Global
Films on Demand (10:35 min)
This program looks at the some of the channels that businesses use to market their products and services as well as the role of distributors in exporting.
The Marketing Series 4: The Marketing Mix - Product
Films on Demand (30:39 min)
Discussing value analysis and the product life cycle, this program considers how a business can extend the life of a product. It also discusses cash cows.
The Marketing Series 5: The Marketing Mix - Product Case Studies
Films on Demand (21:47 min)
This program presents three case studies in managing a product as part of the marketing mix.
The Marketing Series 6: The Marketing Mix - Price
Films on Demand (34:05 min)
This program examines pricing formulas and strategies. It discusses such terms as elasticity of demand, the price plateau, cost, penetration, and promotional pricing.
The Marketing Series 7: The Marketing Mix - Promotion
Films on Demand (30:27 min)
This program looks at promotion as an element of the marketing mix. It discusses forms of advertising, including television, radio, billboards, cinema, press, and the internet. It also considers direct marketing, public relations, sponsorship, and point of sale.
Researching Global Markets: Business Without Borders
Films on Demand (9:42 min)
Going global in business requires thorough research into demographics, culture and religion, politics, economics and law to identify viable international markets and suitable marketing strategies.
Selling Products Globally: Business Without Borders
Films on Demand (9:41 min)
Global brands – they might be the same wherever you go, or they might be different. They might also vary considerably in price and how they’re positioned from country to country.

13 Businesses With Brilliant Global Marketing Strategies
A global presence is possible for any business with a creative strategy and an understanding of world markets. 13 successful companies are featured.
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Originally published July 2015, updated October 2017, and October 2020
The Difference Between Domestic Business Strategy & Global Business Strategy
From Bizfluent website, lists four approaches to the world market.
Distribution Channels in International Marketing
Discusses the meaning and definitions of international distribution channels, types of channel, export distribution channels, level of distribution, and direct vs indirect distribution.
Global Marketing: Strategies, Definition, Issues, Examples
Describes the benefits of global marketing when it is done right. It also points out global marketing mistakes.
International distribution strategy & global channel management
Describes the process of international distribution strategy , the decisions that must be made, and the research required..
The Marketing Mix and the 4Ps of Marketing
MindTools explains the four Ps of marketing, and its similarities and differences with the marketing mix.
Product Development Strategy With Examples (2021)
Describes the concept of product development strategy with five examples of the strategy of five well-known companies.
What is global marketing? Definition, meaning and examples
From Market Business News (MBA), brief definition and examples. Includes a video
What is Product Development?
Explains the stages of product development from idea through market release and beyond.
What Is the Product Life Cycle? Stages and Examples
The product life cycle is the course of the life of a product. It begins when the product is in development and ends after the product has been removed from the market.