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Global Marketing: A Decision-Oriented Approach (Financial Times (Prentice Hall)) [Paperback]

Svend Hollensen
4.1 out of 5 stars  See all reviews (11 customer reviews)

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Book Description

8 July 2010 0273726226 978-0273726227 5

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 around the world. 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. 

Product details

  • Paperback: 800 pages
  • Publisher: Financial Times/ Prentice Hall; 5 edition (8 July 2010)
  • Language: English
  • ISBN-10: 0273726226
  • ISBN-13: 978-0273726227
  • Product Dimensions: 26.4 x 19.3 x 3.3 cm
  • Average Customer Review: 4.1 out of 5 stars  See all reviews (11 customer reviews)
  • Amazon Bestsellers Rank: 99,385 in Books (See Top 100 in Books)
  • See Complete Table of Contents

More About the Author

Svend Hollensen and his marketing books

Svend Hollensen is Ph.D. and Associate Professor of International Marketing at University of Southern Denmark (Sønderborg). He has practical experience from a job as International Marketing Coordinator in a large Danish multinational enterprise (Danfoss) as well as from being International Marketing Manager in a company producing agricultural machinery.
After working in industry he received his Ph.D. from Copenhagen Business School (CBS) in 1992. Since 1993 he has been an Associate Professor at University of Southern Denmark (
He started as an author of textbooks back in 1998. Since then he has been author of globally recognized textbooks, e.g. Global Marketing, 5th ed, which was published in July 2010. This book has been translated into Chinese, Russian and Dutch. Local and regional adaptations of 'Global Marketing' have also been developed for India, Spain and South America in co-operation with local co-authors (
Currently (August 2013), the book ('Global Marketing') is no. 1 in Europe, in the segment 'International Marketing' textbooks.

Consulting activities

Svend Hollensen has worked as a business consultant for several companies and organizations, like Grundfos A/S, Danfoss A/S and McCann Relation¬ship Marketing and World Bank.
He is the owner and CEO of Hollensen ApS, which performs consulting activities within marketing and marketing research for companies and organizations. Among other projects, this company has worked with Project Leadership Development (PLD 5) for Danfoss A/S in 2009 / 2010. Specifically, the purpose of this programme was to develop (international) marketing competences in Danfoss China. During this programme Svend Hollensen worked as a coach for middle marketing managers in the Danfoss China organization.
Recently, Svend Hollensen has worked with implementation of the GMN Master Programme (M.Sc. Global Marketing Practice) in countries like Malaysia, Nigeria, Ghana, UK and Sri Lanka (

Main publications

In the following his latest and coming books are presented:

'Global Marketing', 5th edition, 2010:

In beginning of September 2013 his sixth edition of 'Global Marketing' is published. 'Global Marketing' reflects the trend of globalization, i.e. firms buying, producing, selling and distributing products and services in many countries and regions around the world.
The primary role of marketing management, in any organization, is to design and execute effective marketing programmes that will pay off. Companies can do this in their home market or they can do it in one or more international markets. Going international is an enormously expensive exercise, in terms of both money and, especially, top management time and commitment. Due to the high cost, going international must generate added value for the company beyond extra sales. In other words, the company needs to gain a competitive advantage by going international. So, unless the company gains by going international, it should probably stay at home.
The task of global marketing management is complex enough when the company operates in one foreign national market. It is much more complex when the company starts operations in several countries. Marketing programmes must, in these situations, adapt to the needs and preferences of customers that have different levels of purchasing power as well as different climates, languages and cultures. Moreover, patterns of competition and methods of doing business differ between countries and sometimes also within regions of the same country. In spite of the many differences, however, it is important to hold on to similarities across borders. Some coordination of international activities will be required, but at the same time the company will gain from utilizing synergies across borders, in the way that experience and learning acquired in one country can be transferred to other countries.
This book's value chain offers the reader an analytic decision-oriented framework for the development and implementation of global marketing programmes along the five main management decisions stages connected with the global marketing process:

Stage 1: Deciding whether to internationalize
Stage 2: Deciding which markets to enter
Stage 3: Deciding how to enter these foreign markets (Market Entry Strategies)
Stage 4: Designing the Global Marketing Programme (Marketing Mix)
Stage 5: Implementing and Coordinating the Global Marketing Programme

As the book has a clear decision-oriented approach, it is structured according to these five main decisions phases that marketing people in companies face in connection with the global marketing process. Accordingly, the book's 19 chapters are divided into five parts.
This book is written for students and managers who want to develop effective and decision-oriented global marketing programmes. It can be used as a textbook for undergraduate or graduate courses in global/international marketing. Another audience is the large group of managers joining 'global marketing' or 'export' courses on non-university programmes.

The sixth edition is presented here, in the 'Global CMO Magazine':

'Marketing Management - A Relationship Approach', 2nd edtion, 2010

In April 2010 the second edition of Svend Hollensen's 'Marketing Management - A Relationship Approach' was published. The main thinking behind this book is that as a focal company can create 'added value' by entering relationships with others in the global value chain as illustrated in the so-called 'Value Net' (p. 189).
The value net reveals two fundamental symmetries. Vertically, customers and suppliers are partners in creating value. The other symmetry is on the horizontal for competitors and complementors. The mirror image of competitors is complementors. A complement to one product or service is any other product or service that makes the first one more attractive, i.e., computer hardware and software, hot dogs and mustard, catalogues and overnight delivery service, red wine and dry cleaners. The value net helps you understand your competitors and complementors 'outside in'. Who are the players and what are their roles and the interdependences between them? Re-examine the conventional wisdom of 'Who are your friends and who are your enemies?' The suggestion is to know your business inside out and create a value net with the other players. Sometimes it may even be relevant to co-operate with competitors, e.g. regarding development of new fundamental technologies for benefit of both partners.
This book is written for graduate or advanced undergraduate students who want to know how the relationship and the traditional marketing approach (in combination) affect the development of effective and efficient marketing plans. It will provide the information, perspectives and necessary tools to get the job done. The aim of the book is to make enable students and managers to make better marketing decisions.

YouTube-video: Marketing Management, 2e

Svend Hollensen may be contacted by e-mail:

Product Description


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.

From the Back Cover


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


·         Real-world examples and exhibits enliven the text and enable the reader to relate to marketing models.


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



Svend Hollensen writes with real authority and insight having been involved in global marketing both as a manager and academic. His book provides a framework within which managers can develop their own approach to overseas markets, and is illustrated with cases and insights that aid understanding.

Professor Roger Palmer, Head of the School of Management, Henley Business School, UK

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Customer Reviews

Most Helpful Customer Reviews
10 of 10 people found the following review helpful
5.0 out of 5 stars Global Marketing: A Decision Oriented Approach 24 Aug 2005
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.
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2 of 2 people found the following review helpful
1.0 out of 5 stars Painful read 15 Mar 2011
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! I couldnt read it and stay interested for more than 10 minutes. At the end of the day global marketing strategy and theory are the same in most global marketing books. if I were you i'd choose one that is more user friendly!
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2 of 2 people found the following review helpful
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.
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1 of 1 people found the following review helpful
By Annette
Format:Paperback|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.
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1 of 1 people found the following review helpful
4.0 out of 5 stars Necessary for global marketers 11 Oct 2011
In the global world that we live in, marketers and budding entrepreneurs will find this book very useful. I am currently using this book for my 3rd year at Uni, and it is very detailed with some handy illustrations to help aid. It is a complex book, no ways getting about that, but it is extremely useful for someone that is interested in going into global business or just interested in marketing in general. The book goes into great depth on PEST, and internationalization. There are some other key concepts in this book, but these are 1's which leap out when you first read the book itself.

There are also electronic activities available on the publishers website, so you do not always have to read the book which is a good thing, especially as it can be a little heavy on the eyes!
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1 of 1 people found the following review helpful
5.0 out of 5 stars My go-to book 7 Sep 2011
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 theory and bringing it to life through the organised layout, easy-to-understand & memorable case studies. Having worked in Marketing since leaving Uni, I purchased the 5th edition of this book to help me now that I'm in the world of work and I'm delighted to say that it again is a great book to refer to when planning, preparing presentations and mostly as a guide to tackling real world challenges in my global marketing role. The charts and tables illustrate the theory excellently. The case studies work really well in showing how companies manage the complexities of global marketing and I'm delighted to say "Global Marketing, 5th edition" is my go-to book of choice.
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