ADM 3326 Lecture Notes - Lecture 7: Deglobalization, Disintermediation, Lawn Mower
11 Jul 2016
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Document Summary
The mantra" of the new edition is glocalization". The international marketers can utilize the synergies of both being local" and global" at the same time. Another important aspect of the new edition is the strengthening of the web 2. 0 theme (social media, e-commerce etc. ), which is now incorporated in all the chapters and in many of the cases and exhibits. The book is still structured around the well-known stages that smes go through when they internationalize: The book"s chapters and cases are totally updated with newest journal articles and company information. Besides that, the following new issues are introduced in the single chapters: Chapter 1 the concept of providing customer value through the product value chain and the service value chain is now extended by adding customer experiences" as value generator. 2 section (1. 8 global experimental marketing) is building on the new trends in the global experience.
