Global Marketing: A Decision-Oriented Approach

Valutazione media 3,63
( su 27 valutazioni fornite da Goodreads )
 
9780273706786: Global Marketing: A Decision-Oriented Approach

Drawing 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 Worldwide.

  • 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. 

Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.

Review:

Students and teachers will welcome this addition to the literature. It is an ideal text for undergraduates, being both rigorous and practical.Philip Kotler, J.L. Kellogg Graduate School of Management, Northwestern University, USA. This book provides a truly comprehensive and well-organised approach to global marketing. Its logical decision sequence provides an invaluable aid to both students and practitioners. This book will become a must. Peter Lorange, President of IMD (International Institute for Management Development), Lausanne, Switzerland. Hollensen's approach and presentation appears fresh, clear and appealing to the target audience.I.C.M. van Kooten, Vrije University, Amsterdam, The Netherlands.

From the Back Cover:

"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 Gummesson

Stockholm 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 Rabino

Northeastern University, Boston

 

Drawing 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 Barnes

KentBusiness 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 Kowalik

Instituteof International Management and Marketing, Warsaw School of Economics

 

"Managers and students need more 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 and two past editions because it offers contemporary thinking in firm/manager strategy development, making and validating the right strategic decisions, accepting tradeoffs and building firm competitiveness in a rapidly changing global environment."

Greg Walton

Schoolof Marketing and International Business, Victoria University of Wellington

 

About the author

 

Svend 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).

 

Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.

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