Global Marketing: A Decision-oriented Approach

Paperback | April 4, 2007

bySvend Hollensen

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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. 

Extensive coverage of hot topics such as blue ocean strategy; celebrity branding; brand piracy; and viral marketing.

  • Brand new case studies focus on globally recognised brands and companies operating in a number of countries, including IKEA, Philips, Nokia, Guinness and Cereal Partners Worldwide.

  • All new video cases accompany every chapter and are available at www.pearsoned.co.uk/hollensen, featuring such firms as Nike, Starbucks, BMW, Ford and McDonalds. 

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From the Publisher

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.  Extensive coverage of hot topics such as blue ocean strategy; celebrity branding; brand piracy; and viral marketing. Brand new case studies focus on...

From the Jacket

"Hollensen’s book truly lives up to its title with its ample cases and examples from all over the world. The fourth edition brings in new and updated information about markets and explains conceptual developments. It is a rich, easy-to-read book. So what are you waiting for: read it!"Prof. Evert Gummesson Stockholm University, Sweden "...

Format:PaperbackDimensions:752 pages, 10.4 × 7.67 × 1.11 inPublished:April 4, 2007Publisher:Pearson EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0273706780

ISBN - 13:9780273706786

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Extra Content

Table of Contents

Preface to the fourth edition
Guided tour of the book
Acknowledgements
Publisher's acknowledgements
Abbreviations
E-marketing terminology
About the author
PART I THE DECISION WHETHER TO INTERNATIONALIZE
1 Global marketing in the firm
2 Initiation of internalization
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 designs
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
Index

EXCLUSIVE TO THE WEB:
20 Global e-marketing