- Paperback: 752 pages
- Publisher: Financial Times/ Prentice Hall; 4 edition (26 April 2007)
- Language English
- ISBN-10: 0273706780
- ISBN-13: 978-0273706786
- Product Dimensions: 26 x 19.2 x 3 cm
- Average Customer Review: 3.9 out of 5 stars See all reviews (9 customer reviews)
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Amazon Bestsellers Rank:
261,499 in Books (See Top 100 in Books)
- #42 in Books > Business, Finance & Law > Reference & Education > International
- #76 in Books > Business, Finance & Law > Sales & Marketing > International
- See Complete Table of Contents
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More About the Author
Product Description
Review
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.
--This text refers to an out of print or unavailable edition of this title.
Product Description
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.
Extensive coverage of hot topics such as blue ocean strategy; celebrity branding; brand piracy; and viral marketing.
- Brand new case studies focus on globally recognised brands and companies operating in a number of countries, including IKEA, Philips, Nokia, Guinness and Cereal Partners Worldwide.
- All new video cases accompany every chapter and are available at www.pearsoned.co.uk/hollensen, featuring such firms as Nike, Starbucks, BMW, Ford and McDonalds.
Inside This Book
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Customer Reviews
Most Helpful Customer Reviews
10 of 10 people found the following review helpful
Format:Paperback
This is an excellent book. Having read management and marketing literature for 30 years I was surprised to find a new book, written in a fresh and easily-digested manner, which contained so many new ideas.
2 of 2 people found the following review helpful
Format:Paperback
Finally I found a real global marketing book. This book has a much better global focus than most American books that are so clearly American. The Danish author Hollensen, manages to give this popular subject a fresh feel unlike so many of the books issued lately.
Kudos to you Mr.Hollensen.
Kudos to you Mr.Hollensen.
Format:Paperback|Amazon Verified Purchase
I have found this textbook most helpful, as it has outlined not only internationalisation, however, the barriers associated with both small and larger businesses exporting into foreign markets.
Most Recent Customer Reviews
Important book for students
There are very many books on the market about 'marketing' and the problem is that the majority do not fit into todays understanding of the term 'marketing'. Read more
Published 2 months ago by J. C. Lloyd
Necessary for global marketers
In the global world that we live in, marketers and budding entrepreneurs will find this book very useful. Read more
Published 7 months ago by Luke Peter Prismall
My go-to book
Whilst at university between 1995-99, "Global Marketing" (1st edition) was a core textbook for my International Business course - an excellent resource for explaining marketing... Read more
Published 8 months ago by KMP
Painful read
This book was recommended by my lecture when i was in uni. To be honest I did not use it (even though the lectures followed the book). it was just far too dry! Read more
Published 14 months ago by Keleigh Jones
Some pages of the book are blurred and can't be read
Dear Sir/Madam,
To whom the book "Global Marketing: A Decision-Oriented Approach" by Svend Hollensen was belonged to. Read more
To whom the book "Global Marketing: A Decision-Oriented Approach" by Svend Hollensen was belonged to. Read more
Published on 8 Jan 2010 by D. Michuk
GLOBAL MARKETING
BOOK IN REALLY GOOD CONDITIONS, AMOST NEW.
BY THE WAY I'M REALLY DISAPPOINTED BY THE GREAT DELAY OF THE DELIVERY
BY THE WAY I'M REALLY DISAPPOINTED BY THE GREAT DELAY OF THE DELIVERY
Published on 24 May 2009 by Leonardo Orlando
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