Svend Hollensen – författare

Essentials of Global Marketing offers a concise and manageable approach to the subject. The accessible structure takes the reader through the entire international marketing planning process, and fundamental concepts are illuminated by examples from a wide range of companies, small and large, from around the world.  

Essentials of Global Marketing offers a concise and manageable approach to the subject. The accessible structure takes the reader through the entire international marketing planning process, and fundamental concepts are illuminated by examples from a wide range of companies, small and large, from around the world.  

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This book takes the unique and innovative approach of linking relationship marketing to the traditional market planning models that are used by most marketers today. As globalisation progresses, the need for creating and maintaining off-line and on-line relationships with the company’s customers, suppliers, stakeholders and personnel has become increasingly vital in today’s business environment.

Now in its fourth edition, this best-selling text bridges the gap between relationship marketing and traditional marketing, integrating this approach with the process of developing effective marketing plans by the use of the newest technology. Drawing on a varied and extensive range of international examples, Hollensen demonstrates how companies such as Electrolux, Tinder (Match.com), DJI Technology, Huawei and Spotify make use of relationship marketing theory in order to gain competitive advantage.

This book takes the unique and innovative approach of linking relationship marketing to the traditional market planning models that are used by most marketers today. As globalisation progresses, the need for creating and maintaining off-line and on-line relationships with the company’s customers, suppliers, stakeholders and personnel has become increasingly vital in today’s business environment.

Now in its fourth edition, this best-selling text bridges the gap between relationship marketing and traditional marketing, integrating this approach with the process of developing effective marketing plans by the use of the newest technology. Drawing on a varied and extensive range of international examples, Hollensen demonstrates how companies such as Electrolux, Tinder (Match.com), DJI Technology, Huawei and Spotify make use of relationship marketing theory in order to gain competitive advantage.

A clear, succinct, and comprehensive guide to international marketing

Global Marketing, 9th Edition by Svend Hollensen and Ana Bogdanovic is an essential resource for undergraduate and postgraduate students looking to gain a deep understanding of global marketing. This guide follows the five main management decisions: whether to internationalise, which markets to enter, how to enter a foreign market, and how to design and then implement and co-ordinate the global marketing programme appropriate for those foreign markets. It helps student select, analyse, evaluate and implement the appropriate conceptual frameworks to make effective management decisions in global markets.

As one of the globally best-selling textbooks in the area, and with nearly 30 years of expertise, this latest edition maintains its clear structure while incorporating extensive updates. Fully revised to streamline international market selection, this edition encompasses a modern approach to studying culture and more in-depth analysis of PESTEL implications and is updated to cover changes in international marketing as supply chain challenges, technology advances including generative AI and the future of globalisation. Case studies have been rationalised to help readers understand how various organisations have applied global marketing frameworks in practice. New case studies on H&M's approach to sustainable fashion, marketing e-scooters globally, McDonalds, provide real life insight on global marketing strategy and implementation.

By studying this book, students will be well-prepared to achieve global competitiveness by developing and implementing market-responsive strategies.

Curious about how marketers tackle challenges like sustainability, climate change, privacy and AI? Or how they harness data and technology to understand their audiences? Now in its 8th edition, Foundations of Marketing explores these pressing questions, offering up-to-date insights through real-world applications of marketing concepts, case studies, and contemporary examples. The book’s value theme continues to provide a strong conceptual framework, helping students understand how marketing creates, communicates, and delivers value in a rapidly changing landscape. This leading textbook reflects recent advancements in marketing research and practice, making it an essential resource for today’s marketing students.

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Foundations of Marketing is available through McGraw Hill’s Connect® learning platform as an interactive, adaptive eBook alongside a wealth of ready-made course content for teaching, learning, practice and assessment. With a variety of tools to help with course management, insight and tracking, Connect helps faculty and institutions improve student outcomes and deliver courses more efficiently. To learn more, visit mheducation.co.uk/connect.

Key Connect® features for this edition include:

John Fahy is Professor of Marketing at the University of Limerick, Ireland

David Jobber is Professor of Marketing at the University of Bradford School of Management, UK

Svend Hollensen is Associate Professor of International Marketing at the University of Southern Denmark (Sønderborg)

What actually is marketing? Many people think of marketing as only sales and advertising because every day we are bombarded with TV commercials, flyers, catalogues, sales calls, and commercial e-mail. However, selling and advertising are only one element of marketing. Today, marketing must be understood not in the old sense of making a sale but in a contemporary and holistic sense of satisfying customer needs.

In this book the authors develop the Quintessential Marketing Arena by following the logic of the three major steps of the marketing process. Along this process they present the fourteen most important marketing instruments that occur during this process.

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