Global Marketing: A Decision-Oriented Approach - Softcover

Hollensen, Svend

3.69

35 ratings by Goodreads

9780273678397: Global Marketing: A Decision-Oriented Approach

Softcover

ISBN 10: 0273678396 ISBN 13: 9780273678397

Publisher: Ft Pr, 2004

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Comprehensive and user-friendly this text has been completely updated to lead studetns into the 21st century.

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From the Back Cover:

Comprehensive and extremely readable, Global Marketing: a decision-oriented approach provides an analytic decision-oriented framework to help students and practitioners alike to develop and implement successful global marketing programmes. After reading this book, you will feel confident in analyzing, selecting and evaluating the appropriate conceptual frameworks with which to approach the five main management decisions of the global marketing process - 1) whether to internationalize; 2) deciding which markets to enter; 3) determing how to enter the foreign market; 4) designing the global marketing programme; and 5) implementing and coordinating the global marketing programme.

Special coverage; new perspectives!

In addition to special coverage on SMEs as global marketing players, buyer-seller relationships, value-chain, market-responsiveness, internet marketing, and up-to-date cases, this book provides new perspectives on:

Forces for Global Integration and Market Responsiveness (Chapter 1)
Internationalization of SMEs and of services (Chapter 3)
Individual Competitiveness and Time-Based Competition (Chapter 4)
International Marketing Research (Chapter 5)
EMU and the Euro (Chapter 6)
International Mobile Marketing (Chapter 14)
Knowledge Management and Learning Across Borders (Chapter 19)
Global Account Management (GAM) (Chapter 20)

"[Hollensen] offers a very good mix of examples and illustrations from all regions of the world. [There are] excellent cases and vignettes -- [just] the right length and level of detail" Dr. Helen Perks, UMIST

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.

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.

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