Global Marketing, 8th ed.

Global Marketing, 8th ed.  - Svend Hollensen - 9781292251806 - Marketing - Global/International Marketing (105)
Series
Pearson
Author
Svend Hollensen  
Publisher
Pearson
Cover
Softcover
Edition
8
Language
English
Total pages
808
Pub.-date
January 2020
ISBN13
9781292251806
ISBN
1292251808
Related Titles



Description

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.

 

Key Features include:

  • 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

New to this Edition

New to this edition:

  • The 8th Edition is concentrated around three major themes: ‘glocalization’, ‘internet of everything’ and ‘social media marketing’

  • Fully updated to cover the latest technologies, trends and practices in global marketing including AI, the shared economy, subscription-based pricing and omni-channel strategies

  • Case studies are updated throughout the book including new chapter cases on Bumble, Jissbon and Waymo

Table of Contents

Preface

Acknowledgements

Publisher’s acknowledgements

Abbreviations

About the author

 

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

 

Index

 

Back Cover

For nearly twenty years Global Marketing 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.

 

Now into its eighth edition, Global Marketing 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.

 

Key Features include:

·    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 helping students to understand how the theory relates to real world application.

 

It is ideal for undergraduate and postgraduate students studying international marketing, and for any practitioners who want to take their global marketing strategies to the next level.

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 organizations. As well as this book, he is the author of other Pearson texts, including Marketing Management and Essentials of Global Marketing.