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Global Marketing [Paperback]

Svend Hollensen
5.0 out of 5 stars  See all reviews (1 customer review)
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Book Description

18 Sep 2013 027377316X 978-0273773160 6

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.

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Global Marketing + International Business: Competing in the Global Market Place
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Product details

  • Paperback: 840 pages
  • Publisher: Pearson; 6 edition (18 Sep 2013)
  • Language: English
  • ISBN-10: 027377316X
  • ISBN-13: 978-0273773160
  • Product Dimensions: 26 x 19 x 3 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: 49,774 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 (www.sdu.dk).
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 (www.pearsoned.co.uk/hollensen).
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 (www.gmnhome.com).

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: svend@sam.sdu.dk

Product Description

From the Back Cover

As Svend Hollensen leads, so the world of marketing follows. For fifteen years his Global Marketing text has been the definitive, truly international guide to marketing in the era of globalization. And in that time borders have become ever more meaningless and this book more central to the work of marketers all around the world.


This sixth edition is the most up-to-date and thorough Global Marketing text yet, with cutting-edge case studies and a focus on the impact of new technologies and perspectives on international marketing. It is ideal for undergraduate and postgraduate students studying international marketing, and for any practitioners who want to take their global marketing strategies to the next level.



"The world today truly is flat, and a sound global perspective is an absolute must for all students. Svend Hollensen's Global Marketing provides a thorough and comprehensive treatment that delivers on this need." - Michael R. Solomon, Professor of Marketing, Haub School of Business, Saint Joseph's University, USA, and Professor of Consumer Behaviour, University of Manchester, UK


“In this latest edition of Global Marketing, Svend Hollensen provides an insightful and comprehensive overview of the international marketing arena. The vast array of topical cases in particular make this text a compelling read which both students and practitioners can easily learn from.” - Bradley Barnes, Professor of International Management and Marketing, Sheffield University Management School, UK


“Svend Hollensen has the ability to effectively engage, inform and enthuse followers of global marketing. This latest edition is packed with examples and support materials which clearly relate practice to theory and is an essential product for the student and global marketing practitioner alike." - Graeme Stephen, Senior Lecturer, Aberdeen Business School, Robert Gordon University, UK



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. As well as this book, he is the author of other Pearson texts, including Marketing Management and Essentials of Global Marketing.


Student resources specifically written to complement this textbook are at www.pearsoned.co.uk/hollensen

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Most Helpful Customer Reviews
5.0 out of 5 stars Excellent Textbook 18 Feb 2014
By Anon
I used this exact textbook while studying for my BSc Business Management degree. It is an invaluable read for those that want to learn more about contemporary issues as to Global Marketing. The textbook itself is well written, researched and up to date. In summary if you are looking for a comprehensive textbook to expand your international marketing knowledge then look no further then this book.
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