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Global Marketing A Decision-Oriented Approach

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ISBN-10: 0273678396

ISBN-13: 9780273678397

Edition: 3rd 2004 (Revised)

Authors: Svend Hollensen

List price: $86.60
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Description:

Comprehensive and user-friendly, Global Marketing: A Decision-Oriented Approach, 3e , by Svend Hollensen, is written from the perspective of the firm competing in international markets. Developed primarily for undergraduate and graduate courses in global/international marketing, this book will also appeal to marketing managers who wish to keep abreast of the most recent developments in the field of global marketing. New to this Edition! Completely updated to lead you into the 21st century, other changes include: - A new section on Forces for Global Integration and Market Responsiveness (Chapter 1)- New coverage (Chapter 3) on Internationalization of SMEs and of services- A new section (Chapter 4) on Individual Competitiveness and Time-Based Competition- New Chapter 5 on International Marketing Research- A new section (Chapter 6) on the EMU and the Euro- A new section (Chapter 14) on International Mobile Marketing- Comprehensive coverage of Knowledge Management and Learning Across Borders (Chapter 19)- More extensive coverage on Global Account Management (GAM) (Chapter 20) 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.
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Book details

List price: $86.60
Edition: 3rd
Copyright year: 2004
Publisher: Prentice Hall PTR
Publication date: 7/13/2004
Binding: Paperback
Pages: 760
Size: 7.64" wide x 10.35" long x 1.18" tall
Weight: 3.124
Language: English

Preface to the fourth edition
Guided tour of the book
Acknowledgements
Publisher's acknowledgements
Abbreviations
E-marketing terminology
About the author
The Decision Whether to Internationalize
Global marketing in the firm
Initiation of internalization
Internationalization theories
Development of the firm's international competitiveness
Case studies
Deciding Which Markets to Enter
Global marketing research
The political and economic environment
The sociocultural environment
The international market selection process
Case studies
Market Entry Strategies
Some approaches to the choice of entry mode
Export modes
Intermediate entry modes
Hierarchical modes
International sourcing decisions and the role of the subsupplier
Case studies
Designing the Global Marketing Programme
Product designs
Pricing decisions and terms of doing business
Distribution decisions
Communication decisions (promotion strategies)
Case studies
Implementing and Coordinating the Global Marketing Programme
Cross-cultural sales negotiations
Organization and control of the global marketing programme
Index
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