A clear succinct and comprehensive guide to international marketing Global Marketing 9th
Edition by Svend Hollensen and Ana Bogdanovic is an essential resource for undergraduate and
postgraduate students looking to gain a deep understanding of global marketing. This guide
follows the five main management decisions: whether to internationalise which markets to enter
how to enter a foreign market and how to design and then implement and co-ordinate the global
marketing programme appropriate for those foreign markets. It helps student select analyse
evaluate and implement the appropriate conceptual frameworks to make effective management
decisions in global markets. As one of the globally best-selling textbooks in the area and
with nearly 30 years of expertise this latest edition maintains its clear structure while
incorporating extensive updates. Fully revised to streamline international market selection
this edition encompasses a modern approach to studying culture and more in-depth analysis of
PESTEL implications and is updated to cover changes in international marketing as supply chain
challenges technology advances including generative AI and the future of globalisation. Case
studies have been rationalised to help readers understand how various organisations have
applied global marketing frameworks in practice. New case studies on H&M's approach to
sustainable fashion marketing e-scooters globally McDonalds provide real life insight on
global marketing strategy and implementation. By studying this book students will be
well-prepared to achieve global competitiveness by developing and implementing
market-responsive strategies.
