Published by Pearson (July 15, 2025) © 2025
A clear and comprehensive guide to enhance your students' understanding of international Marketing
Global Marketing follows the five main management decisions: whether to internationalise, which markets to enter and how, and how to design and then implement and co-ordinate the global marketing programme appropriate for that market. It will help students to select, analyse,evaluate and implement the appropriate conceptual frameworks to make effective management decisions in global markets.
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Svend Hollensen is an Associate Professor of International Marketing at the University of Southern Denmark and has worked as a marketing consultant for several international companies and organisations.
Ana Bogdanovic is a Senior Lecturer/Associate Professor of Marketing and Director of Education at Newcastle University Business School and has extensive and diverse international experience in designing, delivering and leading various marketing courses.
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