Fifth Edition

GLOBAL MARKETING
A DECISION-ORIENTED APPROACH Svend Hollensen

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CONTENTS

Preface Guided tour Acknowledgements Publisher's acknowledgements Abbreviations About the author

XVI XXX

xxxiv xxxvi xli xliv

PARTI

THE DECISION WHETHER TO INTERNATIONALIZE 1 Global marketing in the firm
Learning objectives 1.1 Introduction to globalization 1.2 The process of developing the global marketing plan 1.3 Comparison of the global marketing and management style of SMEs and LSEs 1.4 Should the company'stay at home'or'go abroad'? 1.5 Development of the global marketing concept 1.6 Forces for global integration and market responsiveness 1.7 The value chain as a framework for identifying international competitive
9.3 Video case study: understanding entry modes into the Chinese market Questions for discussion References

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319 319 320 320 321 327

327 329 332 333 333

10 Export modes
Learning objectives 10.1 Introduction 10.2 Indirect export modes 10.3 Direct export modes 10.4 Cooperative export modes/export marketing groups 10.5 Summary Case studies 10.1 Lysholm Linie Aquavit: international marketing