Can I read Global Marketing on EtoBox?

Global Marketing by Svend Hollensen is a business book available to read on EtoBox.

What is Global Marketing about?

Cover 1 Half Title Page 2 Title Page 4 Copyright Page 5 Brief Contents 6 Contents 8 Preface 19 Acknowledgements 35 Publisher’s acknowledgements 37 Abbreviations 42 About the author 46 PART I THE DECISION WHETHER TO INTERNATIONALIZE 48 Part I Video case study: Uber 49 1 Global marketing in the firm 50 Learning objectives 50 1.1 Introduction to globalization 51 1.2 The process of developing the global marketing plan 51 1.3 Comparison of the global marketing and management style of SMEs and LSEs 52 Exhibit 1.1 LEGO’s strategic drift 59 Exhibit 1.2 Economies of scale with Nintendo Game Boy 61 Exhibit 1.3 Ford Focus Global Marketing Plan 63 1.4 Should the company internationalize at all? 64 1.5 Development of the ‘global marketing’ concept 65 Exhibit 1.4 Helly Hansen is using ‘localization’ through geo-targeting technology 68 Exhibit 1.5 Persil Black & Persil abaya = glocalization (same product, but different packaging and market communication) 68 1.6 Forces for global integration and market responsiveness 69 Exhibit 1.6 McDonald’s is moving towards a higher degree of market responsiveness 72 1.7 The value chain as a framework for identifying international competitive advantage 73 1.8

Who reads Global Marketing?

Author

Svend Hollensen

Language

EN

Category

business

Subjects

Marketing, Business

Rating

4.4 / 5 (156 ratings)

Updated

2026-03-14