Summary

Global Marketing: A market-responsive approach is intended to help its readers develop effective and efficient market-responsive global marketing programmes. Developed primarily for use as a textbook on undergraduate and graduate courses in global/international marketing, it is a comprehensive and user-friendly introduction to this important area.Written from the perspective of the firm competing in international markets, this book will also be of special interest to marketing managers who wish to keep abreast of the most recent developments in the global marketing field. Revised for the twenty-first century, Svend Hollensen has updated his successful book, expanding coverage of the increasingly important role of e-commerce in global marketing. Key features of the text include: Coverage of the opportunities and threats facing small to medium enterprises. A market-responsive emphasis with particular regard to buyer-seller relations. A decision-making/action-oriented approach, using the value chain as an analytical framework.New to this edition: Comprehensive coverage of new technology: a new chapter on e-commerce strategies with e-commerce concepts integrated throughout the book. Ca