Global Marketing 7th Edition By Svend Hollensen 9781292100111

In this era of increased globalisation, if there’s one textbook that today’s students and tomorrow’s marketers need to read, it’s Svend Hollensen’s world renowned text. 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.

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 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.

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 entry 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