The second edition of "Marketing Planning: A Global Perspective" offers students a concise, modern and well-structured introduction to marketing planning. Suitable for modules in Marketing Planning and International Marketing Planning, the book is designed for students at levels 2 and 3 of their marketing degree. The book is characterized by a unique global perspective on the subject of marketing planning, which offers a modern approach to reflect the needs of organizations to deal with customers on a global basis and adapt their marketing plans to the different markets and countries in which their customers operate. In this new edition, key areas such as Corporate Social Responsibility, Global Account Management, Price Bundling and The EU enlargement have all been factored in making this text completely up to date and relevant.

Marketing Planning (UK Higher Education Business Management)

Business & Money

Hollensen, Svend

Marketing & Sales

Non Basic Stock Line

A down-to-earth international / export marketing text, written specifically for the undergraduate market. Using the value chain as a starting point, the reader is introduced to the analytical frameworks suitable for the development and implementation of international marketing programmes. Instructor's Manual with CD-ROM (0-13-907429-5).

Global Marketing

Pearson College Div

Marketing Management: A Relationship Approach takes the unique approach of linking relationship marketing to the traditional market planning models, which are used by most marketers today. The importance of the firm, not only to have good relationships with their customers but also with the other actors in the value net, such as suppliers, competitors, supplementors and the firm's own personnel, and how this, in turn, will develop the firm's competitive advantage, is paramount. This "new" holistic approach to the marketing planning process is illustrated throughout the book with real company examples.

Marketing Management: A Relationship Approach

Management & Leadership

Ft Pr

This is a comprehensive and advanced marketing research book that offers an analytical and decision-oriented framework of the subject. This book looks at firms conducting market research in the national and international markets irrespective of its country of origin.

Marketing Research: An International Approach

Schmidt, Marcus J.

Comprehensive and user-friendly this text has been completely updated to lead studetns into the 21st century.

Global Marketing: A Decision-Oriented Approach

Drawing on an incomparable breadth of international examples, Svend Hollensen not only demonstrates how global marketing works, but also how it relates to real decisions around the world. 
Extensive coverage of hot topics such as blue ocean strategy; celebrity branding; brand piracy; and viral marketing. 
<ul>
<li>Brand new case studies focus on globally recognised brands and companies operating in a number of countries, including IKEA, Philips, Nokia, Guinness and Cereal Partners Worldwide. </li>
<li>All new video cases accompany every chapter and are available at www.pearsoned.co.uk/hollensen, featuring such firms as Nike, Starbucks, BMW, Ford and McDonalds. </li>
</ul>

Marketing Management: A Relationship Approach, 2/e takes the unique approach of linking relationship marketing to the traditional market planning models which are used by most marketers today. As globalisation continues, the need for creating and maintaining relationships between customers, suppliers and stakeholders, and personnel has become increasingly important in today's business environment. Now in its second edition, this bestselling text bridges the gap between relationship marketing and traditional marketing, integrating this approach with the process of developing effective marketing plans. Drawing from an extensive range of international examples, Hollensen demonstrates how companies such as Ryanair, Harley Davidson, Red Bull and Lindt make use of relationship marketing theory in order to gain competitive advantage.

Essentials of Global Marketing' has a clear structure, with a starting point in the SMEs and the five main decisions that SMEs (and larger firms) face in connection with the internationalization process: 
Part 1: The decision whether to internationalize Part 2: Deciding which markets to enter Part 3: Developing the market entry strategies Part 4: Designing the global marketing programmes Part 5: Implementing and coordination the global marketing programme 
The book has a 100% global perspective, in delivering cases from all parts of the world to support chapters and parts. The book has the following key characteristics: - Excellent supplements (video cases, video clips, PowerPoints etc.) - Integrates the latest marketing trends - Overview model of the total global marketing planning process in the beginning of the book 
Features 
The new book contains brand new cases like: 
Nintendo Wii YouTube Apple iPhone Tata Nano (the World's cheapest car) Electrolux Land Rover

Essentials of Global Marketing

Pearson

The globalization of companies is the involvement of customers, producers, suppliers, and other stakeholders in the global marketing process. Global marketing therefore reflects the trend of firms selling products and services across many countries around the world. Drawing on an incomparable breadth of international examples, Svend Hollensen not only demonstrates how global marketing works, but also how it relates to real decisions 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.

Pearson/Education

See the best price to sell, buy, or rent books by Hollensen, Svend. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Hollensen, Svend

See the best price to sell, buy, or rent books by Hollensen, Svend. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Marketing Planning (UK Higher Education Business Management)

Global Marketing

Marketing Management: A Relationship Approach

Marketing Research: An International Approach

Global Marketing: A Decision-Oriented Approach

Global Marketing: A Decision-Oriented Approach

Marketing Management: A Relationship Approach

Essentials of Global Marketing

Global Marketing: A Decision-Oriented Approach

Essentials of Global Marketing