Global Marketing

Global Marketing is a clear and comprehensive guide for undergraduate and postgraduate students seeking a deep understanding of international marketing.

It helps students analyze, select, and evaluate conceptual frameworks for effective decision-making, develop and implement market-responsive strategies, achieving global competitiveness. Updates include clarity on market selection, culture and PESTEL implications and insights into supply chain challenges, technology advancements (such as gen AI) and the future of globalization. Case studies on H&M sustainable fashion, e-scooters and McDonald's provide real-life examples of global marketing strategy and implementation.

A clear, succinct, and comprehensive guide to international marketing

Global Marketing, 9th Edition by Svend Hollensen and Ana Bogdanovic is an essential resource for undergraduate and postgraduate students looking to gain a deep understanding of global marketing. This guide follows the five main management decisions: whether to internationalise, which markets to enter, how to enter a foreign market, and how to design and then implement and co-ordinate the global marketing programme appropriate for those foreign markets. It helps student select, analyse, evaluate and implement the appropriate conceptual frameworks to make effective management decisions in global markets.

As one of the globally best-selling textbooks in the area, and with nearly 30 years of expertise, this latest edition maintains its clear structure while incorporating extensive updates. Fully revised to streamline international market selection, this edition encompasses a modern approach to studying culture and more in-depth analysis of PESTEL implications and is updated to cover changes in international marketing as supply chain challenges, technology advances including generative AI and the future of globalisation. Case studies have been rationalised to help readers understand how various organisations have applied global marketing frameworks in practice. New case studies on H&M's approach to sustainable fashion, marketing e-scooters globally, McDonalds, provide real life insight on global marketing strategy and implementation.

By studying this book, students will be well-prepared to achieve global competitiveness by developing and implementing market-responsive strategies.

Autorentext

Svend Hollensen is an Associate Professor of International Marketing at the University of Southern Denmark and has worked as a marketing consultant for several international companies and organisations.

Ana Bogdanovic is a Senior Lecturer/Associate Professor of Marketing and Director of Education at Newcastle University Business School and has extensive and diverse international experience in designing, delivering and leading various marketing courses.

Inhalt

1. 1 International marketing in the company
2. 2 Initiation of internationalization
3. 3 Theoretical models for internationalization
4. 4 Development of a companys international competitiveness
5. 5 International market research
6. 6 The political and economic international marketing environment
7. 7 The cultural international marketing environment
8. 8 The international market selection process
9. 9 Some approaches to the choice of entry mode
10. 10 Export modes
11. 11 Intermediate modes
12. 12 Hierarchical modes
13. 13 International sourcing decisions and the role of the subsupplier
14. 14 Product decisions in international marketing
15. 15 Pricing decisions in the international marketing programme
16. 16 Distribution decisions
17. 17 Communication decisions (promotion strategies)
18. 18 Organization, implementation and control of the international marketing programme