Global companies know this and are going "glocal". For over fifteen 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 seventh edition, Global Marketing continues to be the most up-to-date and thorough text of its kind, with cutting-edge case studies and a focus on the impact of new technologies and perspectives on international marketing. This seventh edition expands on a number of new topics, including: shared economy solutions, social media, e-services and smartwatch app marketing, as well as many more. 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.
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Part 2 - Deciding Which Markets to Enter 4. The political and economic environment 6. The sociocultural environment 7. The international market selection process Part 3 - Market Entry Strategies 8. Some approaches to the choice of entry mode 9.
Export, intermediate and hierarchical entry modes Product and pricing decisions Cross-cultural sales negotiations Organisation and control of the global marketing programme About the Author s 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. Backcover Copy Essentials of Global Marketing offers a concise and manageable approach to the subject.
The accessible structure takes the reader through the entire international marketing planning process. Fundamental concepts are illuminated by examples from a wide range of companies, small and large, from around the world. New coverage of modern concepts such as hybrid sales channels, service-dominant logic and social media marketing, especially Web 2.
Coverage of corporate social responsibility. New interactive features for students and lecturers, hosted at www. 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.
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.
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