Global Marketing eBook, 8th Edition

Svend Hollensen

Global Marketing eBook, 8th Edition

By Svend Hollensen
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Svend Hollensen
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Global Marketing, 8th Edition, by Hollensen continues to be the most up-to-date and comprehensive text of its kind, with cutting-edge case studies and a focus on the impact of new technologies and perspectives on international marketing. For nearly twenty years this title has been the definitive, truly international guide to marketing. During that time, borders have become ever more transient and this book more central to the work of marketers all around the world.

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  • A clear part structure, organised around the five main decisions that marketing people in companies face in connection to the global marketing process
  • Numerous pedagogical features such as Exhibits, Key Terms and Questions for Discussion to help students comprehend theory and apply it to the real world
  • End of part and end of chapter case studies to help students understand how the theory relates to real world application
Table of contents
  • Part I: The decision whether to internationalize
  • 1 Global marketing in the firm
  • 2 Initiation of internationalization
  • 3 Internationalization theories
  • 4 Development of the firm’s international competitiveness
  • Part I Case studies
  • Part II: Deciding which markets to enter
  • 5 Global marketing research
  • 6 The political and economic environment
  • 7 The sociocultural environment
  • 8 The international market selection process
  • Part II Case studies
  • Part III: Market entry strategies
  • 9 Some approaches to the choice of entry mode
  • 10 Export modes
  • 11 Intermediate modes
  • 12 Hierarchical modes
  • 13 International sourcing decisions and the role of the subsupplier
  • Part III Case studies
  • Part IV: Designing the global marketing programme
  • 14 Product decisions
  • 15 Pricing decisions and terms of doing business
  • 16 Distribution decisions
  • 17 Communication decisions (promotion strategies)
  • Part IV Case studies
  • Part V: Implementing and coordinating the global marketing programme
  • 18 Cross-cultural sales negotiations
  • 19 Organization and control of the global marketing programme
  • Part V Case studies