Svend Hollensen's Books

Essentials of Global Marketing

By: Svend Hollensen

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Essentials of Global Marketing

By: Svend Hollensen

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.

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Page Count

524

Publisher

Financial Times/Prentice Hall

Published Date

ISBN 10

0273756540

ISBN 13

9780273756545

Global Marketing:5th Revised Edition

A Decision-Oriented Approach

By: Svend Hollensen

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Global Marketing:5th Revised Edition

A Decision-Oriented Approach

By: Svend Hollensen

This book offers a truly global approach with cases and exhibits from all parts of the world, including Europe, the Middle East, Africa, the Far East, North and South America. It provides a complete and concentrated overview of the total international marketing planning process, along with many new up-to-date exhibits and cases which illustrate the theory by showing practical applications.

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Page Count

800

Published Date

ISBN 10

0273726226

ISBN 13

9780273726227

Marketing Management

A Relationship Approach

By: Svend Hollensen

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Marketing Management

A Relationship Approach

By: Svend Hollensen

Links relationship marketing to the traditional market planning models that are used by most marketers today. As globalisation progresses, the need for creating and maintaining off-line and on-line relationships with the companys customers, suppliers, stakeholders and personnel has become increasingly vital in todays business environment.

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Page Count

720

Published Date

ISBN 10

0273778854

ISBN 13

9780273778851

Marketing Research

An International Approach

By: Marcus J. Schmidt,Svend Hollensen

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Marketing Research

An International Approach

By: Marcus J. Schmidt,Svend Hollensen

Marketing Research: An International Approach is a comprehensive text written with the decision-maker in mind. It is written from the perspective of the firm conducting marketing research in the national and international markets irrespective of its country of origin. This tools-oriented book shows how international marketing managers can transform existing (Secondary) and newly collected (primary) data into useful information. 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. This book is written for advanced undergraduate and graduate students studying Marketing Research. It is also appropriate for practitioners who wish to keep abreast of the most recent developments in the field.

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Page Count

638

Publisher

Pearson Education

Published Date

ISBN 10

0273646354

ISBN 13

9780273646358

Marketing: A Relationship Perspective (Second Edition)

By: Svend Hollensen,Marc Oliver Opresnik

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Marketing: A Relationship Perspective (Second Edition)

By: Svend Hollensen,Marc Oliver Opresnik

Marketing: A Relationship Perspective is back for a second edition and continues to set a benchmark for achievement in introductory marketing courses across Europe. It is a comprehensive, broad-based, and challenging basic marketing text, which describes and analyzes the basic concepts and strategic role of marketing and its practical application in managerial decision-making. It integrates the 'new' relationship approach into the traditional process of developing effective marketing plans. The book's structure fits to the marketing planning process of a company. Consequently, the book looks at the marketing management process from the perspective of both relational and transactional approach, suggesting that a company should, in any case, pursue an integrative and situational marketing management approach. Svend Hollensen's and Marc Opresnik's holistic approach covers both principles and practices, is drawn in equal measure from research and application, and is an ideal text for students, researchers, and practitioners alike.PowerPoint slides are available for all instructors who adopt this book as a course text.

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Page Count

521

Publisher

World Scientific

Published Date

ISBN 10

1944659641

ISBN 13

9781944659646

The Quintessence of Marketing

What You Really Need to Know to Manage Your Marketing Activities

By: Nils Bickhoff,Svend Hollensen,Marc Opresnik

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The Quintessence of Marketing

What You Really Need to Know to Manage Your Marketing Activities

By: Nils Bickhoff,Svend Hollensen,Marc Opresnik

What actually is marketing? Many people think of marketing as only sales and advertising because every day we are bombarded with TV commercials, flyers, catalogues, sales calls, and commercial e-mail. However, selling and advertising are only one element of marketing. Today, marketing must be understood not in the old sense of making a sale but in a contemporary and holistic sense of satisfying customer needs. In this book the authors develop the Quintessential Marketing Arena by following the logic of the three major steps of the marketing process. Along this process they present the fourteen most important marketing instruments that occur during this process. Having read this book: You will have a basic understanding of marketing and the process of marketing management You will know the most important marketing instruments and how they interact You can develop your own marketing plan based on the Quintessential Marketing Arena

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Page Count

147

Publisher

Springer

Published Date

ISBN 10

3642454445

ISBN 13

9783642454448

Global Marketing

By: Svend Hollensen

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Global Marketing

By: Svend Hollensen

Learn and develop essential skills around core global marketing strategies. Global Marketing, 8th Edition by Svend Hollensen, has been the definitive guide to international marketing for nearly twenty years and a core textbook for the work of marketers all around the world. This textbook is ideal for undergraduate and postgraduate students studying international marketing, as well as any practitioners who wish to take their global marketing strategies to the next level. Fully updated, this new edition covers the latest technologies, trends and practices in Global Marketing, including AI, the shared economy, subscription-based pricing and omnichannel strategies. Key Features include: A clear structure around the five main decisions marketing executives face in connection to the global marketing processes Numerous pedagogical features such as Exhibits, Key Terms and Questions for Discussion to help you comprehend theory and apply it to the real world End-of-part and end-of-chapter case studies to help you understand how the theory relates to real-world applications Updated case studies, including new chapter cases on Bumble, Jissbon and Waymo With cutting-edge case studies and a focus on the impact of new technologies on international marketing, this edition continues to be the most up-to-date and comprehensive text around the discipline.

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Page Count

807

Publisher

Pearson UK

Published Date

ISBN 10

1292251832

ISBN 13

9781292251837

Marketing

A Relationship Perspective

By: Svend Hollensen,Marc Oliver Opresnik

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Marketing

A Relationship Perspective

By: Svend Hollensen,Marc Oliver Opresnik

Marketing – A Relationship Perspective Moderne Grundlange zum Marketing Das Lehrbuch behandelt eines der wichtigsten und aktuellsten Themenfelder des modernen Marketings. Der Ansatz verbindet dabei den klassischen Ansatz der strategischen Marketingplanung und seiner Instrumente mit dem neuen Ansatz des Relationship Marketing. Der ganzheitliche Ansatz des Buches umfasst dabei die aktuellen Marketing-Grundlagen, Praxisbeispiele sowie anwendungsorientierte Fallstudien und eignet sich somit ideal sowohl für Manager und Entscheidungsträger im Marketing-Bereich, Studenten in Bachelor- und Materstudiengängen sowie Dozenten und Trainer.

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Page Count

464

Publisher

Vahlen

Published Date

ISBN 10

3800648709

ISBN 13

9783800648702

Global Marketing 7th edition PDF eBook

By: Svend Hollensen

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Global Marketing 7th edition PDF eBook

By: Svend Hollensen

The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you'll gain instant access to this eBook. Time limit The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed. In this era of increased globalisation, if there’s one textbook that today’s students and tomorrow’s marketers need to read, it’s Svend Hollensen’s world renowned text. For over fifteen years Global Marketing has been the definitive, truly international guide to marketing. During that time, borders have become ever more transient and this book more central to the work of marketers all around the world. Global Marketing continues to be the most up-to-date and thorough text of its kind, with cutting-edge case studies and a focus on the impact of new technologies and perspectives on international marketing. This edition expands on a number of new topics, including: shared economy solutions, social media, e-services and smartwatch app marketing, as well as many more. It is ideal for undergraduate and postgraduate students studying international marketing, and for any practitioners who want to take their global marketing strategies to the next level.

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Page Count

873

Publisher

Pearson Higher Ed

Published Date

ISBN 10

1292100141

ISBN 13

9781292100142

Social Media Marketing: A Practitioner Guide

By: Philip Kotler,Svend Hollensen,Marc Oliver Opresnik

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Social Media Marketing: A Practitioner Guide

By: Philip Kotler,Svend Hollensen,Marc Oliver Opresnik

Here comes the 3rd edition of the compendium 'Social Media Marketing' by marketing guru Philip Kotler, Svend Hollensen and Marc Opresnik. Marketing communication is undergoing a digital revolution. The increasing popularity of blogging, podcasting, and social networks enables world customers to broadcast their views about a product or service to a potential audience of billions. Traditional advertising does not work as well as it has in the past. This revised and updated third edition of this guide, chosen by Bookauthority as one of the best marketing/advertising books in the world, leads readers through the maze of communities, platforms, and social media tools so that they can better decide which tools to use, and how to use them most effectively. For beginners overwhelmed by too many choices as well as experienced professionals eager to improve their game, this comprehensive book is full of tactics that have been proven to work in the real marketing world. This book will take you beyond the jargon to social media marketing mastery. Reviews 'This book is an indispensable guidance for 21st century professional marketers, who seek to leverage social media to win in consumer communication.' Kohzoh Takaoka, President & CEO, Nestlé Japan Ltd. 'In marketing today, there is social media and everything else. This is the book that will help you master social media, the indispensable element in every marketing program.' Al Ries, Chairman, Ries & Ries 'This book is a comprehensive treatment of social media marketing where the principles and strategies laid out for the executives could result in a significant profitable growth for many firms.' V Kumar, Ph.D., Richard and Susan Lenny Distinguished Chair, & Regents' Professor of Marketing, Georgia State University, USA 'This guide provides a solid, succinct overview of social media, practical tips which marketers can feed into their social media strategies and which researchers can use to further understand the phenomena they study in the social media context.' Dr. Violetta Wilk, Ph.D., Researcher and Lecturer in Marketing, Edith Cowan University, Perth, Australia The authors Philip Kotler is the S. C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management, and one of the world's leading authorities on marketing. His writing has defined marketing around the world for the past decades. Philip Kotler is the recipient of numerous awards and honorary degrees and is widely considered as the 'Father of Modern Marketing'. Svend Hollensen is an Associate Professor of International Marketing at the University of Southern Denmark. He is the author of globally published textbooks and several articles in well-recognised journals. Svend Hollensen has also worked as a consultant for several multinational companies, as well as global organizations like the World Bank. Marc Opresnik is a Distinguished Professor of Marketing at the Technische Hochschule Lübeck and Member of the Board of Directors at SGMI Management Institute St. Gallen. He is Chief Research Officer at Kotler Impact Inc. and a global co-author of marketing legend Philip Kotler. With his many years of international experience, Marc Opresnik is one of the world's most renowned marketing, management and negotiation experts.

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Page Count

214

Publisher

Opresnik Management Guides

Published Date

ISBN 10

179671576X

ISBN 13

9781796715767

Marketing Management, 3rd edn, eBook PDF

By: Svend Hollensen

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Marketing Management, 3rd edn, eBook PDF

By: Svend Hollensen

Marketing Management: A Relationship Approach, Third Edition, takes the unique and innovative approach of linking relationship marketing to the traditional market planning models that are used by most marketers today. As globalisation progresses, the need for creating and maintaining off-line and on-line relationships with the company’s customers, suppliers, stakeholders and personnel has become increasingly vital in today’s business environment. Now in its third edition, this best-selling text bridges the gap between relationship marketing and traditional marketing, integrating this approach with the process of developing effective marketing plans. Drawing on a varied and extensive range of international examples, Hollensen demonstrates how companies such as Zalando, Spotify, Bosch and Hunter Boots make use of relationship marketing theory in order to gain competitive advantage. New to this edition: Focus on hot topics such as customer value creation & value capture, experiential marketing, on-line business models, smartphone marketing and social media marketing, plus a chapter on corporate social responsibility, ensure coverage of the latest and most relevant issues in marketing management. New case studies in every chapter plus video cases, available on the Companion Website at www.pearsoned.co.uk/hollensen, and linked to each part of the book bring the subject matter vividly to life. Striking colour design adds visual interest and helps to illustrate and emphasize key points and concepts. Marketing Management: A Relationship Approach is invaluable reading for undergraduates studying marketing management in their final year or at postgraduate level and to practitioners and those studying for professional qualifications in marketing management. About the author Svend Hollensen is Associate Professor of International Marketing at the University of Southern Denmark and has worked as a marketing consultant for several international companies and organisations. His other Pearson Education books include – among others – Global Marketing, Sixth Edition, also published in 2014.

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Page Count

720

Publisher

Pearson Higher Ed

Published Date

ISBN 10

0273778889

ISBN 13

9780273778882

The Quintessence of Marketing

What You Really Need to Know to Manage Your Marketing Activities

By: Nils Bickhoff,Svend Hollensen,Marc Opresnik

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The Quintessence of Marketing

What You Really Need to Know to Manage Your Marketing Activities

By: Nils Bickhoff,Svend Hollensen,Marc Opresnik

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Page Count

147

Publisher

Springer

Published Date

ISBN 10

3642454445

ISBN 13

9783642454448

Business-To-Business Marketing Management

By: Svend Hollensen

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Business-To-Business Marketing Management

By: Svend Hollensen

The latest book from Cengage Learning on Business-to-Business Marketing Management

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Page Count

608

Publisher

International Thomson Business Press

Published Date

ISBN 10

1844802981

ISBN 13

9781844802982

Book's by Svend Hollensen

Essentials of Global Marketing

Essentials of Global Marketing

Global Marketing:5th Revised Edition

Global Marketing:5th Revised Edition

Marketing Management

Marketing Management

Marketing Research

Marketing Research

Marketing: A Relationship Perspective (Second Edition)

Marketing: A Relationship Perspective (Second Edition)

The Quintessence of Marketing

The Quintessence of Marketing

Global Marketing

Global Marketing

Marketing

Marketing

Global Marketing 7th edition PDF eBook

Global Marketing 7th edition PDF eBook

Social Media Marketing: A Practitioner Guide

Social Media Marketing: A Practitioner Guide

Marketing Management, 3rd edn, eBook PDF

Marketing Management, 3rd edn, eBook PDF

The Quintessence of Marketing

The Quintessence of Marketing

Business-To-Business Marketing Management

Business-To-Business Marketing Management

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