Svend Hollensen

The globalization of companies is the involvement of customers, producers, suppliers, and other stakeholders in the global marketing process. Global marketing therefore reflects the trend of firms selling products and services across many countries. Drawing on an incomparable breadth of international examples, Svend Hollensen not only demonstrates...

The second edition of "Marketing Planning: A Global Perspective" offers students a concise, modern and well-structured introduction to marketing planning. Suitable for modules in Marketing Planning and International Marketing Planning, the book is designed for students at levels 2 and 3 of their marketing degree. The book is characterized by a...

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,...