The 6th edition of Global Marketing by Svend Hollensen provides a comprehensive exploration of the dynamic field of international marketing. Published by Pearson in 2013, this edition builds upon the strengths of its predecessors while incorporating kazakhstan telegram number database contemporary developments and cas dies kazakhstan telegram database that reflect the evolving global business landscape mheducation.com.sg+5amazon.com+5letmeread.net+5
Author’s Expertise
Svend Hollensen is an Associate Professor of International Marketing at the University of Southern Denmark. With extensive experience as a marketing consultant for various international companies, Hollensen brings a wealth of practical knowledge to the textbook. His expertise ensures that the content is both academically rigorous and grounded in real-world applications.amazon.com
Structure and Content
The book is organized into several parts, each focusing on a critical aspect of global marketing:
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An Overview of International Marketing: This section introduces the scope and challenges of international marketing global growth projections setting the stage for deeper exploration.mheducation.com+5mheducation.com.sg+5mheducation.co.uk+5
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The Cultural Environment of Global Markets: Chapters in this part delve into the foundations of culture, cultural dynamics, and their impact on global marketing strategies.mheducation.com.sg+5ebay.com+5mheducation.co.uk+5
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Assessing Global Market Opportunities: This section emphasizes the importance of marketing research and understanding economic development across different regions.mheducation.com.sg+4mheducation.co.uk+4ebay.com+4
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Developing Global Marketing Strategies: Here, the focus shifts to strategic planning, product and service considerations, international marketing channels, and integrated marketing communications.ebay.com+3mheducation.co.uk+3mheducation.co.uk+3
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Implementing Global Marketing Strategies: The final section addresses the practical aspects of executing global marketing strategies, including negotiations and adaptations to local markets.
Key Features of the 6th Edition
Real-World Case Studies
One of the standout features of this edition is its inclusion of contemporary case studies from globally recognized brands. These case studies provide readers with practical examples of how companies navigate the challenges and opportunities of international markets. Examples include Build-A-Bear Workshop, Hello Kitty, Ralph Lauren, and Sony Music Entertainment. letmeread.net
Video Cases and Online Resources
To enhance the learning experience, the textbook is accompanied by video cases featuring firms such as Nivea, Reebok, Starbucks, Hasbro, and McDo mobile list nald’s. These videos bring theoretical concepts to life, illustrating how companies implement global marketing strategies in real-world scenarios. Additionally, supplementary materials are available at www.pearsoned.co.uk/hollensen, providing further resources for students and instructors. letmeread.neten.wikipedia.org+2amazon.com+2letmeread.net+2
Updated Content Reflecting Global Trends
The 6th edition incorporates discussions on emerging topics such as glocalization, born globals, value creation, value nets, celebrity branding, brand piracy, and viral marketing. These updates ensure that readers are equipped with knowledge of current trends and practices in global marketing. letmeread.net
Importance for Students and Professionals
Academic Relevance
For students pursuing degrees in international business, marketing, or related fields, the Global Marketing 6th Edition serves as an essential textbook. Its structured approach and comprehensive coverage make it suitable for both undergraduate and postgraduate studies. The integration of theoretical concepts with practical applications aids in developing a holistic understanding of global marketing.
Practical Application for Professionals
Professionals working in multinational corporations or those involved in international trade can benefit from the insights provided in this edition. The case studies and real-world examples offer valuable lessons on navigating cultural differences, adapting marketing strategies to diverse markets, and leveraging global opportunities.ebay.com
Conclusion
The Global Marketing 6th Edition by Svend Hollensen stands out as a comprehensive and up-to-date resource for understanding the complexities of international marketing. Its blend of theoretical foundations, contemporary case studies, and practical insights makes it an invaluable tool for students and professionals aiming to succeed in the global marketplace.en.wikipedia.org+4amazon.com+4letmeread.net+4