Global Marketing

by Svend Hollensen

Global Marketing, 8th Edition by Svend Hollensen, has been the definitive guide to international marketing for nearly twenty years and a core textbook for the work of marketers all around the world. This textbook is ideal for undergraduate and postgraduate students studying international marketing, as well as any practitioners who wish to take their global marketing strategies to the next level. Fully updated, this new edition covers the latest technologies, trends and practices in Global Marketing, including AI, the shared economy, subscription-based pricing and omnichannel strategies. Key Features With cutting-edge case studies and a focus on the impact of new technologies on international marketing, this edition continues to be the most up-to-date and comprehensive text around the discipline.

Genres: Nonfiction, Business

808 pages, Paperback

First published April 26, 2007

About the author

Svend Hollensen is an Associate Professor of International Marketing at the University of Southern Denmark. He is the author of globally published textbooks and several articles in well-recognised journals. Svend Hollensen has also worked as a consultant for several multinational companies, as well as global organizations like the World Bank.

Reviews

[Raluca · Rating 3 out of 5]

General thoughts: clearly not an "intro to" book, dense and thorough, filled with models and graphs. You could easily "make" two courses out of it.
Liked: the structure; the wealth of practical examples ranging from in-text mini-analyses to end-of-chapter and end-of-section full-blown cases.
Disliked: the slight tendency to get mired down in technical or legal details which, let's be honest, nobody remembers until they actually use; the occasional dip into sweeping, outdated and vaguely xenophobic generalizations - I mean, this is called "Global Marketing", right?; the 4 cases on condom companies - just... come on, I'm trying to keep students on track here.

[Olivia Simmonds · Rating 4 out of 5]

This was the core reading for my International marketing module at university. As far as textbooks go this was very helpful, it had: examples, diagrams and wasn't written in an overcomplicated way. I was assigned to read 80% of this book and it seemed to draw together my marketing knowledge from all 3 years of modules. Really great starter textbook for basic marketing concepts and techniques. I will say that I skipped the case study elements as the chapters were already pretty hefty to get through.