Overview

A clear and comprehensive guide to enhance your students' understanding of international Marketing Global Marketing follows the five main management decisions: whether to internationalise, which markets to enter and how, and how to design and then implement and co-ordinate the global marketing programme appropriate for that market. It will help students to select, analyse,evaluate and implement the appropriate conceptual frameworks to make effective management decisions in global markets.

Full Product Details

Author:   Svend Hollensen ,  Ana Bogdanovic
Publisher:   Pearson Education Limited
Imprint:   Pearson Education Limited
Edition:   9th edition
Dimensions:   Width: 19.50cm , Height: 3.00cm , Length: 26.50cm
Weight:   1.650kg
ISBN:  

9781292440811

ISBN 10:   1292440813
Pages:   672
Publication Date:   07 August 2025
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Paperback
Publisher's Status:   Active
Availability:   Available To Order  
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Table of Contents

1 International marketing in the company 2 Initiation of internationalization 3 Theoretical models for internationalization 4 Development of a company’s international competitiveness 5 International market research 6 The political and economic international marketing environment 7 The cultural international marketing environment 8 The international market selection process 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 14 Product decisions in international marketing 15 Pricing decisions in the international marketing programme 16 Distribution decisions 17 Communication decisions (promotion strategies) 18 Organization, implementation and control of the international marketing programme

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Author Information

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.

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