Global Marketing

by Svend Hollensen

The globalization of companies is the involvement of customers, producers, suppliers, and other stakeholders in the global marketing process. Global marketing therefore reflects the trend of firms selling products and services across many countries. 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. 

 

This book offers a truly global approach with cases and exhibits from all parts of the world, including Europe, the Middle East, Africa, the Far East, North and South America. It provides a complete and concentrated overview of the total international marketing planning process, along with many new, up-to-date exhibits and cases, which illustrate the theory by showing practical applications.

Extensive coverage of hot topics such as glocalization, born globals, value creation, value net, celebrity branding, brand piracy, and viral marketing, as well as a comprehensive new section on integrated marketing communication through social networking. Brand new case studies focus on globally recognized brands and companies operating in a number of countries, including Build-A-Bear Workshop, Hello Kitty, Ralph Lauren and Sony Music Entertainment. Video cases featuring firms such as Nivea, Reebok, Starbucks, Hasbro and McDonald's accompany every chapter and are available at www.pearsoned.co.uk/hollensen.  Real-world examples and exhibits enliven the text and enable the reader to relate to marketing models.

Genres: Nonfiction, Business

840 pages, Kindle Edition

First published April 26, 2007

About the author

Svend Hollensen is an Associate Professor of International Marketing at the University of Southern Denmark. He is the author of globally published textbooks and several articles in well-recognised journals. Svend Hollensen has also worked as a consultant for several multinational companies, as well as global organizations like the World Bank.

Reviews

[Raluca · Rating 3 out of 5]

General thoughts: clearly not an "intro to" book, dense and thorough, filled with models and graphs. You could easily "make" two courses out of it.
Liked: the structure; the wealth of practical examples ranging from in-text mini-analyses to end-of-chapter and end-of-section full-blown cases.
Disliked: the slight tendency to get mired down in technical or legal details which, let's be honest, nobody remembers until they actually use; the occasional dip into sweeping, outdated and vaguely xenophobic generalizations - I mean, this is called "Global Marketing", right?; the 4 cases on condom companies - just... come on, I'm trying to keep students on track here.

[Olivia Simmonds · Rating 4 out of 5]

This was the core reading for my International marketing module at university. As far as textbooks go this was very helpful, it had: examples, diagrams and wasn't written in an overcomplicated way. I was assigned to read 80% of this book and it seemed to draw together my marketing knowledge from all 3 years of modules. Really great starter textbook for basic marketing concepts and techniques. I will say that I skipped the case study elements as the chapters were already pretty hefty to get through.