Essentials of Global Marketing (2nd edition)

Essentials of Global Marketing (2nd edition)

By: Svend Hollensen (author)Paperback

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Essentials of Global Marketing offers a concise and manageable approach to the subject. The accessible structure takes the reader through the entire international marketing planning process, and fundamental concepts are illuminated by examples from a wide range of companies, small and large, from around the world.

About 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.


Part 1 - The Decision to Internationalize1. Global Marketing in the firm 2. Initiation of internationalisation 3. Internationalisation theories Part 2 - Deciding Which Markets to Enter4. Development of the firm's international competitiveness 5. The political and economic environment 6. The sociocultural environment 7. The international market selection process Part 3 - Market Entry Strategies8. Some approaches to the choice of entry mode 9. Export, intermediate and hierarchical entry modes 10. International buyer-seller relationships Part 4 - Designing the Global Marketing Programme11. Product and pricing decisions 12. Distribution and communication decisions Part 5 - Implementing and Coordinating the Global Marketing Programme13. Cross-cultural sales negotiations 14. Organisation and control of the global marketing programme

Product Details

  • ISBN13: 9780273756545
  • Format: Paperback
  • Number Of Pages: 560
  • ID: 9780273756545
  • weight: 1004
  • ISBN10: 0273756540
  • edition: 2nd edition

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