Last edition Elsevier «All good marketing is local. Global companies, know this and are going «glocal».There is also a trend towards the ‘Internet of Everything’, which revolutionizes the whole marketing discipline. Svend Hollensen has captured all the latest trends very well with the new cases in his seventh edition of Global Marketing.» In this era of increased globalisation, if there’s one textbook that today’s students and tomorrow’s marketers need to read, it’s Svend Hollensen’s world renowned text. For over fifteen years Global Marketing has been the definitive, truly international guide to marketing. During that time, borders have become ever more transient and this book more central to the work of marketers all around the world.
Last Edition
ISBN 13: 9781292100111
Imprint: Pearson Education Limited
Language: English
Authors: Svend Hollense
Pub Date: 10/2016
Pages: 872
Illus: Illustrated
Weight: 1,590.00 grams
Size: h 196 x 267 mm
Product Type: Softcover
| List Price |
| grn 1239 |
| $ 62,00 |
| to order |
| SALE OFF |
- • A clear part structure, organised around the five main decisions that marketing people in companies face in connection to the global marketing process
- • End of part and end of chapter case studies helping students to understand how the theory relates to real world application
- • Video case studies (available at www.pearsoned.co.uk/hollensen), showing how practitioners are using Global Marketing in their work
- Svend Hollensen. Svend Hollensen is Associate Professor of International Marketing at the University of Southern Denmark and has worked as a marketing consultant for several international companies and organizations. As well as this book, he is the author of other Pearson texts, including Marketing Management and Essentials of Global Marketing.
- PART I THE DECISION WHETHER TO INTERNATIONALIZE
- 1 Global marketing in the firm
- 2 Initiation of internationalization
- 3 Internationalization theories
- 4 Development of the firm’s international competitiveness
- Part I Case studies
- PART II DECIDING WHICH MARKETS TO ENTER
- 5 Global marketing research
- 6 The political and economic environment
- 7 The sociocultural environment
- 8 The international market selection process
- Part II Case studies
- PART III MARKET ENTRY STRATEGIES
- 9 Some approaches to the choice of entry mode
- 10 Export modes
- 11 Intermediate entry modes
- 12 Hierarchical modes
- 13 International sourcing decisions and the role of the subsupplier
- Part III Case studies
- PART IV DESIGNING THE GLOBAL MARKETING PROGRAMME
- 14 Product decisions
- 15 Pricing decisions and terms of doing business
- 16 Distribution decisions
- 17 Communication decisions (promotion strategies)
- Part IV Case studies
- PART V IMPLEMENTING AND COORDINATING THE GLOBAL
- MARKETING PROGRAMME
- 18 Cross-cultural sales negotiations
- 19 Organization and control of the global marketing programme
- Part V Case studies
- To order a book, you need to send a phone number for a callback. Then specify:
- 1. Correct spelling of the first name, last name, as indicated in the passport or other document proving the identity. (Data is required upon receipt of the order)
- 2. City of delivery
- 3. Nova Poshta office number or desired delivery address.
- The prices on the site do not include the cost of Nova Poshta services.
- When prepaying for the Master Card, the supplier pays the order forwarding.
- Delivery is carried out anywhere in Ukraine.
- Delivery time 1-2 days, if the book is available and 3-4 weeks, if it is necessary to order from the publisher.