Global Marketing: A decision-oriented approach (3rd Edition)

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9780273678397: Global Marketing: A decision-oriented approach (3rd Edition)

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.

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From the Back Cover:

Comprehensive and extremely readable, Global Marketing: a decision-oriented approach provides an analytic decision-oriented framework to help students and practitioners alike to develop and implement successful global marketing programmes. After reading this book, you will feel confident in analyzing, selecting and evaluating the appropriate conceptual frameworks with which to approach the five main management decisions of the global marketing process - 1) whether to internationalize;  2) deciding which markets to enter;  3) determing how to enter the foreign market;  4) designing the global marketing programme;  and 5) implementing and coordinating the global marketing programme.  

Special coverage; new perspectives!

In addition to special coverage on SMEs as global marketing players, buyer-seller relationships, value-chain, market-responsiveness, internet marketing, and up-to-date cases, this book provides new perspectives on:

  • Forces for Global Integration and Market Responsiveness (Chapter 1)
  • Internationalization of SMEs and of services (Chapter 3)
  • Individual Competitiveness and Time-Based Competition (Chapter 4)
  • International Marketing Research (Chapter 5)
  • EMU and the Euro (Chapter 6)
  • International Mobile Marketing (Chapter 14)
  • Knowledge Management and Learning Across Borders (Chapter 19)
  • Global Account Management (GAM) (Chapter 20)

"[Hollensen] offers a very good mix of examples and illustrations from all regions of the world. [There are] excellent cases and vignettes -- [just] the right length and level of detail" Dr. Helen Perks, UMIST

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.

About the Author:

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 organisations. His other Financial Times Prentice Hall books include Marketing Management (2nd edition), published in 2010.

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Svend Hollensen
Verlag: Financial Times (2004)
ISBN 10: 0273678396 ISBN 13: 9780273678397
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Buchbeschreibung Financial Times, 2004. Taschenbuch. Buchzustand: Gebraucht. Gebraucht - Gut - 760 pp. Deutsch. Artikel-Nr. INF3003124700

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ISBN 10: 0273678396 ISBN 13: 9780273678397
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Buchbeschreibung Financial Times 13.05.2004, 2004. Buchzustand: gut - gebraucht. Broschiert 760 S. Guter altersbedingter Zustand, ohne Namenseintrag Gewicht ca 1,4 kg, einige wichtige Passagen sind bereits mit Textmarker markiert. Artikel-Nr. BU228398

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Svend Hollensen
Verlag: Prentice-Hall / Financial Times, 2004, 3. Aufl./3rd edition, 717 S./pp., brosch. / paperback. (0273678396) (2004)
ISBN 10: 0273678396 ISBN 13: 9780273678397
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Buchbeschreibung Prentice-Hall / Financial Times, 2004, 3. Aufl./3rd edition, 717 S./pp., brosch. / paperback. (0273678396), 2004. brosch. / paperback. Buchzustand: 0. 3. Aufl./3rd edition. (Sehr gut erhalten - vermutlich ungelesen. / as new) Sprache: Englisch Gewicht in Gramm: 2100. Artikel-Nr. 191192

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