Global Marketing

by Svend Hollensen

Learn and develop skills involving strategic global marketing decision-making Global Marketing, 8th Edition, by Hollensen continues to be the most up-to-date and comprehensive text of its kind, with cutting-edge case studies and a focus on the impact of new technologies and perspectives on international marketing. For nearly twenty years this title 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. Key Features A clear part structure, organised around the five main decisions that marketing people in companies face in connection to the global marketing process Numerous pedagogical features such as Exhibits, Key Terms and Questions for Discussion to help you comprehend theory and apply it to the real world End of part and end of chapter case studies to help you understand how the theory relates to real world application New to this The 8th Edition is concentrated around three major ‘glocalization’, ‘internet of everything’ and ‘social media marketing’ Fully updated to cover the latest technologies, trends and practices in global marketing including AI, the shared economy, subscription-based pricing and omni-channel strategies Case studies are updated throughout the book including new chapter cases on Bumble, Jissbon and Waymo This book is ideal for undergraduate and postgraduate students studying international marketing, and for any practitioners who wish to take their global marketing strategies to the next level. Svend Hollensen is Associate Professor of International Marketing at the University of Southern Denmark and has worked as a marketing consultant for several international companies and organizations. As well as this book, he is the author of other Pearson texts, including Marketing Management and Essentials of Global Marketing. Pearson, the world’s learning company.

Genres: Nonfiction, Business

1836 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.