A down-to-earth international / export marketing text, written specifically for the undergraduate market. Using the value chain as a starting point, the reader is introduced to the analytical frameworks suitable for the development and implementation of international marketing programmes. Instructor's Manual with CD-ROM (0-13-907429-5).
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"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
"Global Marketing is an excellent international marketing book that I have been using for in my teaching for years. It is very well written, informative and appeals to students with different cultural backgrounds. Highly recommended!"
Prof. Samuel Rabino
Northeastern University, Boston
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.
"Hollensen offers not only an excellent text, but the pioneering electronic resources that support the book provide optional and additional value that can stimulate and motivate further student learning."
Prof. Bradley Barnes
KentBusiness School, University of Kent
"This book is an invaluable source of knowledge for those who are working on their qualifications in the field of international marketing. It contains a variety of new, up-to-date examples and cases concerning not only European-based but also other international companies; these and other materials let one discuss and analyse thoroughly the concepts one is studying."
Dr Izabela Kowalik
Instituteof International Management and Marketing, Warsaw School of Economics
"Managers and students need more than conventional International Business and International Marketing concepts now. This convention remains the purview of most international business and marketing texts. I've chosen the Hollensen text and two past editions because it offers contemporary thinking in firm/manager strategy development, making and validating the right strategic decisions, accepting tradeoffs and building firm competitiveness in a rapidly changing global environment."
Schoolof Marketing and International Business, Victoria University of Wellington
About the author
Svend Hollensen is an Associate Professor at the University of Southern Denmark. His other Financial Times Prentice Hall books include Marketing Management and Marketing Research: An International Approach (co-authored with Marcus Schmidt).
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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Book Description Prentice Hall College Div, 1999. Paperback. Book Condition: New. 1. Bookseller Inventory # DADAX0132610906
Book Description Prentice Hall College Div, 1999. Paperback. Book Condition: New. book. Bookseller Inventory # 132610906
Book Description Prentice Hall College Div, 1999. Paperback. Book Condition: New. book. Bookseller Inventory # 0132610906