International Business

Global Marketing: A Decision-Oriented Approach, 4th Edition by Svend Hollensen

By Svend Hollensen

Drawing on an incomparable breadth of overseas examples, Svend Hollensen not just demonstrates how international advertising works, but in addition the way it pertains to actual judgements round the world. 

Extensive assurance of scorching themes akin to blue ocean method; star branding; model piracy; and viral advertising and marketing.

  • Brand new case experiences concentrate on globally regarded manufacturers and firms working in a couple of nations, together with IKEA, Philips, Nokia, Guinness and Cereal companions around the globe.

  • All new video circumstances accompany each bankruptcy and come at www.pearsoned.co.uk/hollensen, that includes such organizations as Nike, Starbucks, BMW, Ford and McDonalds. 

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Additional resources for Global Marketing: A Decision-Oriented Approach, 4th Edition

Example text

He holds an MSc (Business Administration) from Aarhus Business School. He has practical experience from a job as International Marketing Coordinator in a large Danish multinational enterprise as well as from being International Marketing Manager in a company producing agricultural machinery. After working in industry Svend received his PhD in 1992 from Copenhagen Business School. He has published articles in journals and is the author of two case books that focus on general marketing and international marketing (published by Copenhagen Business School Press).

Qxd 10/24/07 07:38 AM Page xxix Guided tour Two insightful Case Studies conclude each chapter, providing a range of material for seminars and private study by illustrating the real life applications and implications of the topics covered in the chapter. ar/eng/) was founded in 1951 to produce sweets. However, in order to tell the company’s history fully we must go back to 1924, the year that Amos Pagani, a young Italian immigrant, decided to start up a bakery in the Province of Córdoba. In the 1970s and 1980s Arcor transformed itself into a vast industrial complex, showing the way for other companies in the country.

In 1976 Arcor started operations in Paraguay, in 1979 in Uruguay, in 1981 in Brazil and in 1989 in Chile. In 1999 in Brazil Arcor opened the most advanced chocolate plant in the region, whose facilities also include the largest product distribution centre in that country. This was a start-up that put the company at the cutting edge of technology and production on the continent. It also permitted Arcor to consolidate its position in the very attractive Latin American market. In order to continue with its expansion process Arcor established itself in Barcelona in 2002.

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