Providing a comprehensive approach to global marketing, this text aims to help its readers develop effective and efficient market-responsive global marketing programmes. It includes many cases, examples and exercises to allow students to self-test.
Global Marketing: A market-responsive approach is intended to help its readers develop effective and efficient market-responsive global marketing programmes. Developed primarily for use as a textbook on undergraduate and graduate courses in global/international marketing, it is a comprehensive and user-friendly introduction to this important area.Written from the perspective of the firm competing in international markets, this book will also be of special interest to marketing managers who wish to keep abreast of the most recent developments in the global marketing field. Revised for the twenty-first century, Svend Hollensen has updated his successful book, expanding coverage of the increasingly important role of e-commerce in global marketing. Key features of the text include: Coverage of the opportunities and threats facing small to medium enterprises. A market-responsive emphasis with particular regard to buyer-seller relations. A decision-making/action-oriented approach, using the value chain as an analytical framework.New to this edition: Comprehensive coverage of new technology: a new chapter on e-commerce strategies with e-commerce concepts integrated throughout the book. Ca
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Students and teachers will welcome this addition to the literature. It is an ideal text for undergraduates, being both rigorous and practical.Philip Kotler, J.L. Kellogg Graduate School of Management, Northwestern University, USA. This book provides a truly comprehensive and well-organised approach to global marketing. Its logical decision sequence provides an invaluable aid to both students and practitioners. This book will become a must. Peter Lorange, President of IMD (International Institute for Management Development), Lausanne, Switzerland. Hollensen's approach and presentation appears fresh, clear and appealing to the target audience.I.C.M. van Kooten, Vrije University, Amsterdam, The Netherlands.
Table of Contents
PART I: THE DECISION WHETHER TO INTERNATIONALISE 1. Global Marketing in The Firm - Smes Versus Lses 2. Initiation of Internationalisation 3. Export Behaviour Theories 4. Development of The Firm's International Competitiveness Part One - Cases PART II: DECIDING WHICH MARKETS TO ENTER 5. The Political and Economic Environment 6. The Sociocultural Environment 7. The International Market Selection (IMS) Process Part Two - Cases PART III: DECIDING HOW TO ENTER FOREIGN MARKETS 8. Some Approaches to the Choice of Entry Mode 9. Export Modes 10. Intermediate Entry Modes (Contractual Entry Modes) 11. Hierarchical Modes 12. International Sourcing Decisions and The Role of the Subsupplier 13. Global E-Commerce Part Three - Cases 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 Four - Cases PART V: IMPLEMENTING AND CO-ORDINATING THE GLOBAL MARKETING PROGRAMME 18. International Sales Negotiations 19. Organisation and Control of the International Marketing Programme Part V - Cases Appendix: Global Marketing Research / Decision Support System
Global Marketing by Svend Hollensen
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