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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"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.
"About this title" may belong to another edition of this title.
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