Global Marketing

Taking a business beyond its home market involves a chain of connected decisions: where to go, how to enter, what to offer, and how to coordinate the work across countries. Global Marketing by Svend Hollensen lays out that decision-making process in five clearly organized parts, pairing marketing frameworks with company examples and case studies.

Follow the decisions behind international growth

The book begins with whether a firm should internationalize and how it can develop international competitiveness. It then turns to market research and the political, economic, and sociocultural conditions that shape choices about where to operate. Rather than treating international expansion as a single leap, the structure follows the sequence of strategic questions companies need to address.

From market choice to market entry

Hollensen examines approaches to selecting an entry mode, including export, intermediate, and hierarchical modes, alongside international sourcing and the role of subsuppliers. These subjects help readers compare the different ways a firm can establish and manage its presence in foreign markets.

Build and coordinate the marketing programme

Later sections cover decisions about products, pricing and terms of business, distribution, and communication. The final part considers cross-cultural sales negotiations and the organization and control needed to coordinate a global marketing programme. Together, the topics connect individual marketing choices with the broader challenge of managing across markets.

Cases that put the frameworks in context

Case studies appear throughout the book, alongside discussion questions and examples. The eighth edition’s coverage also includes subjects such as artificial intelligence, social media marketing, the Internet of Things, and the balance between global integration and local responsiveness.

A structured text for international marketing

With its progression from internationalization decisions to implementation, this edition is suited to students studying global or international marketing and to practitioners looking for a structured reference to the discipline’s core strategic decisions.