Produktdetaljer
Biographical note
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.
Ana Bogdanovic is a Senior Lecturer/Associate Professor of Marketing and Director of Education at Newcastle University Business School and has extensive and diverse international experience in designing, delivering and leading various marketing courses.
A clear, succinct, and comprehensive guide to international marketing
Global Marketing, 9th Edition by Svend Hollensen and Ana Bogdanovic is an essential resource for undergraduate and postgraduate students looking to gain a deep understanding of global marketing. This guide follows the five main management decisions: whether to internationalise, which markets to enter, how to enter a foreign market, and how to design and then implement and co-ordinate the global marketing programme appropriate for those foreign markets. It helps student select, analyse, evaluate and implement the appropriate conceptual frameworks to make effective management decisions in global markets.
As one of the globally best-selling textbooks in the area, and with nearly 30 years of expertise, this latest edition maintains its clear structure while incorporating extensive updates. Fully revised to streamline international market selection, this edition encompasses a modern approach to studying culture and more in-depth analysis of PESTEL implications and is updated to cover changes in international marketing as supply chain challenges, technology advances including generative AI and the future of globalisation. Case studies have been rationalised to help readers understand how various organisations have applied global marketing frameworks in practice. New case studies on H&M's approach to sustainable fashion, marketing e-scooters globally, McDonalds, provide real life insight on global marketing strategy and implementation.
By studying this book, students will be well-prepared to achieve global competitiveness by developing and implementing market-responsive strategies.
- 1 International marketing in the company
- 2 Initiation of internationalization
- 3 Theoretical models for internationalization
- 4 Development of a company’s international competitiveness
- 5 International market research
- 6 The political and economic international marketing environment
- 7 The cultural international marketing environment
- 8 The international market selection process
- 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
- 14 Product decisions in international marketing
- 15 Pricing decisions in the international marketing programme
- 16 Distribution decisions
- 17 Communication decisions (promotion strategies)
- 18 Organization, implementation and control of the international marketing programme
A clear, succinct and comprehensive guide to international marketing
Global Marketing, 9th Edition by Svend Hollensen and Ana Bogdanovic is an essential resource for undergraduate and postgraduate students looking to gain a deep understanding of global marketing. This guide follows the five main management decisions: whether to internationalise, which markets to enter, how to enter a foreign market, how to design and then implement and co-ordinate the global marketing programme. It will help students to select, analyse evaluate and implement the appropriate conceptual frameworks to make effective management decisions in global markets.
As one of the globally best-selling textbooks in the area, and with nearly 30 years of expertise, this latest edition maintains its clear structure while incorporating extensive updates. Fully revised to include clarity on market selection, culture and PESTEL implications and insights into supply chain challenges, technology advancements (such as gen AI) and the future of globalization. Case studies on H&M sustainable fashion, e-scooters and McDonald's provide real-life examples of global marketing strategy and implementation.
By studying this book, students will be well-prepared to develop and implement market-responsive strategies and contribute to achieving global competitiveness in organisations across sectors and industries.
This book is also available as an ebook and Pearson eTextbook.
About the authors:
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.
Ana Bogdanovic is a Senior Lecturer of Marketing and Director of education at Newcastle University Business School, UK and has extensive and diverse international experience designing, delivering and leading various marketing courses.
Pearson, the world's learning company.
- Clear explanations of theoretical frameworks relevant for global marketing and how to implement them
- Helpful tools (including data, illustrations, and examples) to explain the theory of selecting and entering global markets
- Case studies in each chapter show how organisations make decisions on global marketing strategies
- Exhibits are mini-case studies in support of key points
- Case study questions test students' or readers' understanding of applying theories
- Chapter questions build students' confidence in critical thinking
- Testbank of questions for lecturers to incorporate into teaching plans
- Further guidance on market selection process
- Modern approach to studying culture and its impact on global marketing
- More detail on PESTEL implications
- Insights into global supply chain challenges
- Updated review of impact of technology advancements (such as gen AI) and
- Analysis of the future of globalization
Produktdetaljer
Biographical note
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.
Ana Bogdanovic is a Senior Lecturer/Associate Professor of Marketing and Director of Education at Newcastle University Business School and has extensive and diverse international experience in designing, delivering and leading various marketing courses.