Global Marketing, 8th edition

Published by Pearson Education (February 10, 2020) © 2020

  • Svend Hollensen University of South Denmark
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Cutting-edge case studies

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.

  • 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 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 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 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 V: Implementing and coordinating the global marketing programme
  • 18 Cross-cultural sales negotiations
  • 19 Organization and control of the global marketing programme

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