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Other titles in the Financial Times series:

Global Marketing: a Decision-oriented Approach (5TH 10 - Old Edition)

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Global Marketing: a Decision-oriented Approach (5TH 10 - Old Edition) Cover

 

Synopses & Reviews

Please note that used books may not include additional media (study guides, CDs, DVDs, solutions manuals, etc.) as described in the publisher comments.

Publisher Comments:

 

The globalization of companies is the involvement of customers, producers, suppliers, and other stakeholders in the global marketing process. Global marketing therefore reflects the trend of firms selling products and services across many countries. Drawing on an incomparable breadth of international examples, Svend Hollensen not only demonstrates how global marketing works, but also how it relates to real decisions around the world. 

 

This book offers a truly global approach with cases and exhibits from all parts of the world, including Europe, the Middle East, Africa, the Far East, North and South America. It provides a complete and concentrated overview of the total international marketing planning process, along with many new, up-to-date exhibits and cases, which illustrate the theory by showing practical applications.

 

·         Extensive coverage of hot topics such as glocalization, born globals, value creation, value net, celebrity branding, brand piracy, and viral marketing, as well as a comprehensive new section on integrated marketing communication through social networking.

 

·         Brand new case studies focus on globally recognized brands and companies operating in a number of countries, including Build-A-Bear Workshop, Hello Kitty, Ralph Lauren and Sony Music Entertainment.

 

·         Video cases featuring firms such as Nivea, Reebok, Starbucks, Hasbro and McDonald's accompany every chapter and are available at www.pearsoned.co.uk/hollensen

 

·         Real-world examples and exhibits enliven the text and enable the reader to relate to marketing models.

 

About the author

 

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. His other Financial Times Prentice Hall books include Marketing Management (2nd edition), published in 2010.

 

 

Svend Hollensen writes with real authority and insight having been involved in global marketing both as a manager and academic. His book provides a framework within which managers can develop their own approach to overseas markets, and is illustrated with cases and insights that aid understanding.

Professor Roger Palmer, Head of the School of Management, Henley Business School, UK

About the Author

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 organisations. His other Financial Times Prentice Hall books include Marketing Management (2nd edition), published in 2010.

Table of Contents

Part 1 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 2 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 3 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 sub-supplier

Part 4 DESIGNING THE GLOBAL MARKETING PROGRAMME

14   Product decisions

15   Pricing decisions and the terms of doing business

16   Distribution decisions

17   Communication decisions (promotion strategies)

Part 5 IMPLEMENTING AND COORDINATING THE GLOBAL MARKETING PROGRAMME

18   Cross-cultural sales negotiations

19   Organization and control of the global marketing programme

 

Product Details

ISBN:
9780273726227
Author:
Hollensen, Svend
Publisher:
Academic Internet Publishers
Author:
Cram101 Textbook Reviews
Subject:
Marketing - International
Subject:
Business;Marketing
Subject:
Education-General
Copyright:
Edition Description:
Trade paper
Publication Date:
20100803
Binding:
TRADE PAPER
Language:
English
Pages:
800
Dimensions:
10.4 x 7.6 x 1.2 in 1474 gr

Related Subjects

Business » International
Business » Marketing

Global Marketing: a Decision-oriented Approach (5TH 10 - Old Edition) Used Trade Paper
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Product details 800 pages Prentice Hall - English 9780273726227 Reviews:
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