International Business

Global Marketing: A decision-oriented approach (5th Edition) by Svend Hollensen

By Svend Hollensen

The globalization of businesses is the involvement of shoppers, manufacturers, providers, and different stakeholders within the worldwide advertising method. international advertising consequently displays the rage of companies promoting services and products throughout many nations worldwide. Drawing on an incomparable breadth of overseas examples, Svend Hollensen not just demonstrates how worldwide advertising and marketing works, but additionally the way it pertains to actual judgements worldwide.

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Resources Financial. A well-documented characteristic of SMEs is the lack of financial resources due to a limited equity base. The owners put only a limited amount of capital into the business, which quickly becomes exhausted. Business education/specialist expertise. Contrary to LSEs, a characteristic of SME managers is their limited formal business education. Traditionally, the SME owner/manager is a technical or craft expert, and is unlikely to be trained in any of the major business disciplines.

Essentials of Global Marketing was published in 2008. Global Marketing has been translated into Russian and Chinese. An Indian edition (co-authored with Madhumita Banerjee) was published in September 2009 and a Spanish edition (co-authored with Jesus Arteaga) was published in May 2010. Svend has also worked as a business consultant for several multinational companies, as well as global organizations such as the World Bank. qxd 5/20/10 3:55 PM Page 3 PART I The decision whether to internationalize Introduction to Part I It is often the case that a firm going into an export adventure should have stayed in the home market because it did not have the necessary competences to start exporting.

P. 1994), with permission from Dr. Hans P. 6 from Exploiting the core competences of your organization, Long Range Planning, Vol. 27, No. 4, p. 74 (Tampoe, M. 9 reprinted from European Management Journal, Vol. , The business case for corporate social responsibility: a company-level measurement approach for CSR, pp. , C. and Gates, R. 2007) p. 8 from Marketing Research: An International Approach, FT/Prentice Hall (Schmidt, M. I. and Hollensen, S. 2006) p. 3 from Czinkota/Ronkainen. Global Marketing, 1E.

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