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Essentials of Global Marketing, 2nd Edition
Author: Svend Hollensen


ISBN-10: 0273756540 • ISBN-13: 9780273756545
©2012 • Pearson • Paper, 560 pp
Published 12 Jul 2012

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.


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. Fundamental concepts are illuminated by examples from a wide range of companies, small and large, from around the world.

This second edition builds on the success of the first and continues to break new ground with:
  • Information from the latest journal articles and up-to-date company facts.
  • New coverage of modern concepts such as hybrid sales channels, service-dominant logic and social media marketing, especially Web 2.0 and crowd-sourcing.
  • New coverage of BRIC countries, special cultural issues in China, gift-giving in different cultures and marketing to ‘bottom of pyramid’ (BOP) in emerging countries.
  • Coverage of corporate social responsibility.
  • New case studies from companies such as Barnes & Noble, Amazon, Zam Zam Cola, Green Toys and Polaroid Eyewear

Table of Contents


Part 1 - The Decision to Internationalize
1. Global Marketing in the firm
2. Initiation of internationalisation
3. Internationalisation theories

Part 2 - Deciding Which Markets to Enter
4. 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 Strategies
8. 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 Programme
11. Product and pricing decisions
12. Distribution and communication decisions

Part 5 - Implementing and Coordinating the Global Marketing Programme
13. Cross-cultural sales negotiations
14. Organisation and control of the global marketing programme



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