Global Marketing, 7th Edition

Global Marketing, 7th Edition
Author: Svend Hollensen
Pages: 872 pages
Edition: 7
Language: English
Publisher: Pearson
Publication Date: 2016-07-08
ISBN-10: 1292100117
ISBN-13: 9781292100111

Philip Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University

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.

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.

"The world today truly is flat, and a sound global perspective is an absolute must for all students. Svend Hollensen's Global Marketing provides a thorough and comprehensive treatment that delivers on this need."

Michael R. Solomon, Professor of Marketing, Haub School of Business, Saint Joseph's University, USA, and Professor of Consumer Behaviour, University of Manchester, UK

“The best textbook on global marketing I have come across! The case studies, many of them available online, provide an excellent basis for class discussion.”

Elisabeth Götze, Vienna University of Economics and Business

“Excellent level of detail in each chapter to support learning around strategic global marketing decisions. The video case studies are a huge bonus and really help to bring the subject alive. “

Giovanna Battiston, Senior Lecturer in Marketing, Sheffield Hallam University

A clear part structure, organised around the five main decisions that marketing people in companies face in connection to the global marketing process
End of part and end of chapter case studies helping students to understand how the theory relates to real world application
Video case studies (available at www.pearsoned.co.uk/hollensen), showing how practitioners are using Global Marketing in their work

Student resources specifically written to complement this textbook are at www.pearsoned.co.uk/hollensen

PART II DECIDING WHICH MARKETS TO ENTER
Chapter 5 Global marketing research
Chapter 6 The political and economic environment
Chapter 7 The sociocultural environment
Chapter 8 The international market selection process

PART III MARKET ENTRY STRATEGIES
Chapter 9 Some approaches to the choice of entry mode
Chapter 10 Export modes
Chapter 11 Intermediate entry modes
Chapter 12 Hierarchical modes
Chapter 13 International sourcing decisions and the role of the subsupplier

PART IV DESIGNING THE GLOBAL MARKETING PROGRAMME
Chapter 14 Product decisions
Chapter 15 Pricing decisions and terms of doing business
Chapter 16 Distribution decisions
Chapter 17 Communication decisions (promotion strategies)

PART V IMPLEMENTING AND COORDINATING THE GLOBAL MARKETING PROGRAMME
Chapter 18 Cross-cultural sales negotiations
Chapter 19 Organization and control of the global marketing programme

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