Comprehensive and user-friendly, Global Marketing: A Decision-Oriented Approach, 3e, by Svend Hollensen, is written from the perspective of the firm competing in international markets. Developed primarily for undergraduate and graduate courses in global/international marketing, this book will also appeal to marketing managers who wish to keep abreast of the most recent developments in the field of global marketing.
New to this Edition!
Completely updated to lead you into the 21st century, other changes include:
- A new section on Forces for Global Integration and Market Responsiveness (Chapter 1)
- New coverage (Chapter 3) on Internationalization of SMEs and of services
- A new section (Chapter 4) on Individual Competitiveness and Time-Based Competition
- New Chapter 5 on International Marketing Research
- A new section (Chapter 6) on the EMU and the Euro
- A new section (Chapter 14) on International Mobile Marketing
- Comprehensive coverage of Knowledge Management and Learning Across Borders (Chapter 19)
- More extensive coverage on Global Account Management (GAM) (Chapter 20)
Visit www.booksites.net/hollensen to access the Global Marketing Companion Website which includes comprehensive teaching and learning resources.
Svend Hollensen is an Associate Professor at the University of Southern Denmark. His books include Marketing Management, and International Marketing Research (with Marcus Schmidt), also published with Pearson Education.
Students and teachers will welcome this addition to the literature. It is an ideal text for undergraduates, being both rigorous and practical.Philip Kotler, J.L. Kellogg Graduate School of Management, Northwestern University, USA. This book provides a truly comprehensive and well-organised approach to global marketing. Its logical decision sequence provides an invaluable aid to both students and practitioners. This book will become a must. Peter Lorange, President of IMD (International Institute for Management Development), Lausanne, Switzerland. Hollensen's approach and presentation appears fresh, clear and appealing to the target audience.I.C.M. van Kooten, Vrije University, Amsterdam, The Netherlands.
