Global Marketing: A Decision-Oriented Approach (4th Edition)

"Hollensen's book truly lives up to its title with its ample cases and examples from all over the world. The fourth edition brings in new and updated information about markets and explains conceptual developments. It is a rich, easy-to-read book. So what are you waiting for: read it!"Prof. Evert GummessonStockholm University, Sweden"Global Marketing is an excellent international marketing book that I have been using for in my teaching for years. It is very well written, informative and appeals to students with different cultural backgrounds. Highly recommended!"Prof. Samuel RabinoNortheastern University, BostonDrawing on an incomparable breadth of international examples, Svend Hollensen not only demonstrates how global marketing works, but also how it relates to real decisions around the world.Extensive coverage of hot topics such as blue ocean strategy; celebrity branding; brand piracy; and viral marketing.Brand new case studies focus on globally recognised brands and companies operating in a number of countries, including IKEA, Philips, Nokia, Guinness and Cereal Partners.All new video cases accompany every chapter and are available at www.pearsoned.co.uk/hollensen, featuring such firms as Nike, Starbucks, BMW, Ford and McDonalds.Also available to students on the web are multiple choice questions, weblinks, and an online glossary of global marketing terminology."Hollensen offers not only an excellent text, but the pioneering electronic resources that support the book provide optional and additional value that can stimulate and motivate further student learning."Prof. Bradley BarnesKentBusiness School, University of Kent"This book is an invaluable source of knowledge for those who are working on their qualifications in the field of international marketing. It contains a variety of new, up-to-date examples and cases concerning not only European-based but also other international companies; these and other materials let one discuss and analyse thoroughly the concepts one is studying."Dr Izabela KowalikInstituteof International Management and Marketing, Warsaw School of Economics"Managers and students needmore than conventional International Business and International Marketing concepts now.This convention remains the purview of most international business and marketing texts. I've chosen the Hollensen text andtwo pasteditionsbecause it offers contemporary thinking in firm/manager strategy development, making and validating the right strategic decisions, accepting tradeoffsand building firm competitiveness in a rapidly changing global environment."Greg WaltonSchoolof Marketing and International Business, Victoria University of WellingtonAbout the authorSvend Hollensen is an Associate Professor at the University of Southern Denmark. His other Financial Times Prentice Hall books include Marketing Management and Marketing Research: An International Approach (co-authored with Marcus Schmidt).Svend Hollensen is the author of 'Global Marketing: A Decision-Oriented Approach (4th Edition)', published 2007 under ISBN 9780273706786 and ISBN 0273706780.