As Svend Hollensen leads, so the world of marketing follows. For fifteen years his Global Marketing text has been the definitive, truly international guide to marketing in the era of globalization. And in that time borders have become ever more meaningless and this book more central to the work of marketers all around the world.This sixth edition is the most up-to-date and thorough Global Marketing text yet, with cutting-edge case studies and a focus on the impact of new technologies and perspectives on international marketing. It is ideal for undergraduate and postgraduate students studying international marketing, and for any practitioners who want to take their global marketing strategies to the next level."The world today truly is flat, and a sound global perspective is an absolute must for all students. Svend Hollensen's Global Marketing provides a thorough and comprehensive treatment that delivers on this need." - Michael R. Solomon, Professor of Marketing, Haub School of Business, Saint Joseph's University, USA, and Professor of Consumer Behaviour, University of Manchester, UKIn this latest edition of Global Marketing, Svend Hollensen provides an insightful and comprehensive overview of the international marketing arena. The vast array of topical cases in particular make this text a compelling read which both students and practitioners can easily learn from. - Bradley Barnes, Professor of International Management and Marketing, Sheffield University Management School, UKSvend Hollensen has the ability to effectively engage, inform and enthuse followers of global marketing. This latest edition is packed with examples and support materials which clearly relate practice to theory and is an essential product for the student and global marketing practitioner alike." - Graeme Stephen, Senior Lecturer, Aberdeen Business School, Robert Gordon University, UKAbout the authorSvend Hollensen is Associate Professor of International Marketing at the University of Southern Denmark and has worked as a marketing consultant for several international companies and organizations. As well as this book, he is the author of other Pearson texts, including Marketing Management and Essentials of Global Marketing. Student resources specifically written to complement this textbook are at www.pearsoned.co.uk/hollensen (Pearson)