9780273726227

Global Marketing : A Decision-Oriented Approach

Hollensen, Svend

ISBN 10: 0273726226 / 0-273-72622-6
ISBN 13: 9780273726227
Publisher: Prentice Hall PTR
Publication Date: 2010

Editorial Reviews:
Synopsis:
Hollensen, Global Marketing 5e draft blurbThe 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 around the world. 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 new comprehensive section on integrated marketing communication through social networking+ Brand new case studies focus on globally recognised brands and companies operating in a number of countries, including Build-A-Bear Workshop, Hello Kitty, Ralph Lauren and Sony Music Entertainment.+ Video cases accompany every chapter and are available at www.pearsoned.co.uk/hollensen , featuring such firms as Nivea, Reebok, Starbucks, Hasbro and McDonalds.+ Real-world examples and exhibits enliven the text and enable the reader to relate to marketing models.+ Multiple choice questions to test students' knowledgeAbout the authorSvend 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.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 PalmerMBA, PhD, DipM, FCIM, FHEA, ARAgSProfessor of Marketing and Management,Head of the School of Management

 

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Hollensen, Svend
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Global Marketing: A decision-oriented approach (5th Edition) (Financial Times (Prentice Hall)) (ISBN: 0273726226 / 0-273-72622-6)
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