Global Marketing

Svend Hollensen  
Total pages
January 2020
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Global Marketing

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Global Marketing
9 November 2024 81.50

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Teach your students the core principles of global marketing with this comprehensive guide.

Global Marketing, 8th Edition is thecore textbook for the work of marketers all around the world featuring a wealth of new and updated features around the latest technologies, trends and practices in Global Marketing. Also comes with a Revel® edition.


Hallmark features of this title

A clear content structure will support your students' learning.

  • The text is organised around the five main decisions marketing executives face around the design and implementation of a global marketing strategy.
  • The content is designed for those who want to develop effective and decision-oriented global marketing programmes.

A range of pedagogical features will keep your students up-to-date with the latest technologies.

  • Numerous pedagogical features such as Exhibits, Key Terms and Questions for Discussion will help your students apply the theory to the real world.
  • Chapter objectives set the learning expectations for each chapter.
  • End-of-part and end-of-chapter case studies will help your students understand how the theory relates to real-world applications.

New to this Edition

New and updated features of this title

The content of the new edition revolves around three major themes.

  • 'Globalisation': this new edition discusses the interaction between both 'local' and 'global' concepts.
  • 'Internet of Things' (loT): this new aspect is reflected in most cases and incorporated in all parts of daily communication and buying behaviour.
  • 'Social Media Marketing': playing the most important role, the content is structured around the well-known stages that SMEs go through when they internationalise.

Chapters are fully updated to cover the latest technologies, trends and practices in global marketing.

Updates include:

  • Chapter 1: 'Artificial Intelligence (AI)' extends the concept of providing customer value and its focus on the global marketing planning process.
  • Chapter 4: Expanded section about the 'sharing economy'.
  • Chapter 6: Shows the role of the home government in the case of Chinese Huawei Technologies Corporation.
  • Chapter 14: Now contains an extended section about how Internet-of-Things (loT) can be integrated into the global marketing process.
  • Chapter 15: introduces the concept of 'subscription-based pricing'
  • Chapter 16: now shows and explains the whole process from the single-channel strategy to the omnichannel strategy.

Table of Contents

Table of Contents

Publisher's acknowledgements
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

  1. Global marketing research
  2. The political and economic environment
  3. The sociocultural environment
  4. The international market selection process
Part II Case studies

Part III: Market entry strategies

  1. Some approaches to the choice of entry mode
  2. Export modes
  3. Intermediate modes
  4. Hierarchical modes
  5. International sourcing decisions and the role of the subsupplier
Part III Case studies

Part IV: Designing the global marketing programme

  1. Product decisions
  2. Pricing decisions and terms of doing business
  3. Distribution decisions
  4. Communication decisions (promotion strategies)
Part IV Case studies

Part V: Implementing and coordinating the global marketing programme

  1. Cross-cultural sales negotiations
  2. Organization and control of the global marketing programme
Part V Case studies

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.


Svend Hollensen is an Associate Professor of International Marketing at the University of Southern Denmark and has worked as a marketing consultant for several international companies and organisations. As well as this book, he is the author of other Pearson texts, including Marketing Management and Essentials of Global Marketing.