Free Shipping in Australia on over 5 million books in stock
Global Marketing By Svend Hollensen

Global Marketing

In Stock
$36,99
inc. GST
This text written from the perspective of the firm competing in international markets. Developed primarily for undergraduate and graduate courses in global/international marketing, it should also appeal to marketing managers who wish to keep abreast of the most recent developments in the field of global marketing.
Only 1 left

Global Marketing Summary


Global Marketing: A decision-oriented approach by Svend Hollensen

Comprehensive and user-friendly, Global Marketing: A Decision-Oriented Approach, 3e, by Svend Hollensen, is written from the perspective of the firm competing in international markets. Developed primarily for undergraduate and graduate courses in global/international marketing, this book will also appeal to marketing managers who wish to keep abreast of the most recent developments in the field of global marketing. New to this Edition! Completely updated to lead you into the 21st century, other changes include: *A new section on Forces for Global Integration and Market Responsiveness (Chapter 1) *New coverage (Chapter 3) on Internationalization of SMEs and of services *A new section (Chapter 4) on Individual Competitiveness and Time-Based Competition *New Chapter 5 on International Marketing Research *A new section (Chapter 6) on the EMU and the Euro *A new section (Chapter 14) on International Mobile Marketing *Comprehensive coverage of Knowledge Management and Learning Across Borders (Chapter 19) *More extensive coverage on Global Account Management (GAM) (Chapter 20) Visit www.booksites.net/hollensen to access the Global Marketing Companion Website which includes comprehensive teaching and learning resources. Svend Hollensen is an Associate Professor at the University of Southern Denmark. His books include Marketing Management, and International Marketing Research (with Marcus Schmidt), also published with Pearson Education.

Why buy from World of Books

Our excellent value books literally don't cost the earth
Free delivery in Australia
Read more here
Every used book bought is one saved from landfill

Table of Contents


Preface to the third 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 14 Global e-marketing Part III Case studies PART IV DESIGNING THE GLOBAL MARKETING PROGRAMME 15 Product designs 16 Pricing decisions and terms of doing business 17 Distribution decisions 18 Communication decisions (promotion strategies) Part IV Case studies PART V IMPLEMENTING AND COORDINATING THE GLOBAL MARKETING PROGRAMME 19 Cross-cultural sales negotiations 20 Organization and control of the global marketing programme Part V Case studies Index

Additional information

GOR001632113
Global Marketing: A decision-oriented approach by Svend Hollensen
Svend Hollensen
Used - Very Good
Paperback
Pearson Education Limited
2004-05-13
760
0273678396
9780273678397
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.