Global Marketing. A Decision - oriented Approach, with Student Access Kit
3e édition

"The main raison we use this book is that while it has many strengths, it does not really have any major weakness". Henrik Agndal, Jonkoping International Business Scholl, Sweden. Comprehensive and extremely readable, Global Marketing : a decision-oriented approach provides an analytic decision-oriented framework to help students and practicioners alike develop and implement successful global marketing programs. After reading this book, you will feel confident in analyzing, selecting and evaluating the appropriate conceptual frameworks with which to approach the five main management decisions of the global marketing process - 1) wether to internationalize ; 2) deciding which markets to enter ; 3) determining how to enter the foreign market ; 4) designing the global marketing program ; and 5) implementing and coordinating the global marketing program. Special coverage, new perspectives ! In addition to special coverage on SMEs as global marketing players, buyer-seller relationships, value-chain, market-responsiveness, internet marketing, and up-to-date cases, this book provides new perspectives on : Forces for Global Integration and Market Responsiveness (Chapter 1) ; Internationalization of SMEs and of services (Chapter 3) ; Individual Competitiveness and Time-Based Competition (Chapter 4) ; International Marketing Research (Chapter 5) ; EMU and the Euro (Chapter 6) ; International Mobile Marketing (Chapter 14) ; Knowledge Management and Learning Across Borders (Chapter 19) ; Global Account Management (GAM) (Chapter 20). "[Hollensen] offers a very good mix of examples and illustrations from all regions of the world. [There are] excellent cases and vignettes - [just] the right length and level of detail". Dr. Helen Perks, UMIST.