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Global Marketing

Global Marketing

Publisher Pearson Education
Year 01/01/2020
Edition 8
Pages 808
Version paperback
Readership level College/higher education
Language English
ISBN 9781292251806
Categories Sales & marketing, Multinationals
Replaces 9781292100111
$73.47 (with VAT)
277.06 PLN / €62.24 / £56.69
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Book description

Learn and develop skills involving strategic global marketing decision-making


Global Marketing, 8th Edition, by Hollensen continues to be the most up-to-date and comprehensive text of its kind, with cutting-edge case studies and a focus on the impact of new technologies and perspectives on international marketing. For nearly twenty years this title has been the definitive, truly international guide to marketing. During that time, borders have become ever more transient and this book more central to the work of marketers all around the world.


Key Features include:

  • A clear part structure, organised around the five main decisions that marketing people in companies face in connection to the global marketing process

  • Numerous pedagogical features such as Exhibits, Key Terms and Questions for Discussion to help you comprehend theory and apply it to the real world

  • End of part and end of chapter case studies to help you understand how the theory relates to real world application

New to this edition:

  • The 8th Edition is concentrated around three major themes: ‘glocalization’, ‘internet of everything’ and ‘social media marketing’

  • Fully updated to cover the latest technologies, trends and practices in global marketing including AI, the shared economy, subscription-based pricing and omni-channel strategies

  • Case studies are updated throughout the book including new chapter cases on Bumble, Jissbon and Waymo

This book is ideal for undergraduate and postgraduate students studying international marketing, and for any practitioners who wish to take their global marketing strategies to the next level.


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.


Pearson, the world’s learning company.

Global Marketing

Table of contents



Publisher’s acknowledgements


About the author


Part I

The decision whether to internationalize

1 Global marketing in the firm

2 Initiation of internationalization

3 Internationalization theories

4 Development of the firm’s international competitiveness

Part I Case studies


Part II

Deciding which markets to enter

5 Global marketing research

6 The political and economic environment

7 The sociocultural environment

8 The international market selection process

Part II Case studies


Part III

Market entry strategies

9 Some approaches to the choice of entry mode

10 Export modes

11 Intermediate modes

12 Hierarchical modes

13 International sourcing decisions and the role of the subsupplier

Part III Case studies


Part IV

Designing the global marketing programme

14 Product decisions

15 Pricing decisions and terms of doing business

16 Distribution decisions

17 Communication decisions (promotion strategies)

Part IV Case studies


Part V

Implementing and coordinating the global

marketing programme

18 Cross-cultural sales negotiations

19 Organization and control of the global marketing programme

Part V Case studies




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