(BQ) Part 1 book “Global marketing” has contents: Global marketing in the firm, initiation of internationalization, internationalization theories, development of the firm’s international competitiveness,. and other contents. | Prof. Evert Gummesson, Stockholm University, Sweden “Global Marketing is an excellent international marketing book that i have been using in my teaching for years. it is very well written, informative and appeals to students with different cultural backgrounds. Highly recommended!” Prof. Samuel Rabino, Northeastern University, Boston, USA 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. • all new video cases (featuring such firms as nike, Starbucks, bMW, Ford and McDonalds) accompany every chapter, and are available at . • also available to students on the web are multiple choice questions, web links, and an online glossary of global marketing terminology. brand new case studies focusing on globally recognised brands and companies operating in a number of countries, including ikea, Philips, nokia, Guinness and Cereal Partners Worldwide. “Managers and students need more than conventional international business and international Marketing concepts now. this convention remains the purview of most international business and marketing texts. i’ve chosen the Hollensen text and two past editions because it offers contemporary thinking in firm/ manager strategy development, making and validating the right strategic decisions, accepting trade-offs and building firm competitiveness in a rapidly changing global environment.” Greg Walton, School of Marketing and International Business, Victoria University of Wellington, New Zealand Global MarketinG “Hollensen’s book truly lives up to its title with its ample cases and examples from all over the world. the fourth edition brings in new and updated information about markets and explains conceptual developments. it is a rich, .
