Bøger af Svend Hollensen

Moderne Markedsføring er en ny lærebog i markedsføring, der forbereder læseren på, hvordan markedsføring reelt foregår i dag – både BtC og BtB. Lærebogen er solidt forankret i praksis, og markedsføring på sociale medier indgår således på lige fod med traditionelle tiltag som messer og events. Lærebogen gennemgår og analyserer naturligvis også de traditionelle og nyeste teorier. Lærebogen er rettet mod videregående uddannelser som fx markedsføringsøkonom, serviceøkonomi, mod akademiuddannelserne samt HD.

This work is written for people, mainly students, who want to know how the relationship and the traditional marketing approach (in combination) affect the development of effective and efficient marketing plans. This holistic approach is illustrated with "real-world" examples.

All good marketing is local. Global companies know this and are going glocal.There is also a trend towards the Internet of Everything, which revolutionizes the whole marketing discipline. Svend Hollensen has captured all the latest trends very well with the new cases in his seventh edition of Global Marketing.Philip Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University In this era of increased globalisation, if theres one textbook that todays students and tomorrows marketers need to read, its Svend Hollensens world renowned text. For over fifteen years Global Marketing has been the definitive, truly international guide to marketing. During that time, borders have become ever more transient and this book more central to the work of marketers all around the world. Now into its seventh edition, Global Marketing continues to be the most up-to-date and thorough text of its kind, with cutting-edge case studies and a focus on the impact of new technologies and perspectives on international marketing. This seventh edition expands on a number of new topics, including: shared economy solutions, social media, e-services and smartwatch app marketing, as well as many more.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, UK The best textbook on global marketing I have come across! The case studies, many of them available online, provide an excellent basis for class discussion.Elisabeth Gtze, Vienna University of Economics and Business Excellent level of detail in each chapter to support learning around strategic global marketing decisions. The video case studies are a huge bonus and really help to bring the subject alive. Giovanna Battiston, Senior Lecturer in Marketing, Sheffield Hallam University Key Features include: A clear part structure, organised around the five main decisions that marketing people in companies face in connection to the global marketing process End of part and end of chapter case studies helping students to understand how the theory relates to real world application Video case studies (available at www.pearsoned.co.uk/hollensen), showing how practitioners are using Global Marketing in their work About the author Svend 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

Essentials of Global Marketing offers a concise and manageable approach to the subject. The accessible structure takes the reader through the entire international marketing planning process, and fundamental concepts are illuminated by examples from a wide range of companies, small and large, from around the world.

Marketing: Principles and Practice, 5th editionThe Standard Work of Holistic MarketingRanked among the best marketing management books in the world by Domendos.comThis updated and expanded 5th edition of this classic, voted one of the best marketing books in the world by Domendos.com, provides a comprehensive grounding in marketing and strategic marketing management. The book provides an easy-to-understand overview of the latest developments including metaverse and AI. This edition has also been enriched with up-to-date company case studies that show how tools and strategies are applied in practice. In addition, this standard work of holistic marketing is structured according to the marketing management process, giving both students and practitioners a holistic overview.The completely updated and once again expanded 5th edition has also been enriched with current marketing highlights and case studies from corporate practice, which highlight various aspects of marketing and show how corresponding tools and strategies are applied in practice.In line with the book's integrative approach and the triple bottom line concept with the pillars "People, Planet, Profit", each book donates 1 meal for 1 person in need through the "SharetheMeal" initiative of the United Nations World Food Programme."In one word: Unique. In two words: A milestone. In one sentence: This easy-to-read book demonstrates through case studies and practical examples as well as the holistic presentation why it is simply the standard work of holistic marketing."Christoph Schweizer, Managing Director, TraveKom GmbH"This thoroughly engaging textbook provides a concise introduction to the theory and practice of marketing management in the 21st century. It is systematically structured around the marketing planning process and written in a clear, lively and practical style. It is therefore perfect for students and practitioners alike."Univ.- Prof. Dr. Dr. h.c. Marko Sarstedt, Chair of Marketing, LMU MünchenThe authorsSvend Hollensen is an Associate Professor of International Marketing at the University of Southern Denmark. He is the author of globally published textbooks and several articles in well-recognised journals. Svend Hollensen has also worked as a consultant for several multinational companies, as well as global organizations like the World Bank.Marc Oliver Opresnik is a Distinguished Professor of Marketing at the Technische Hochschule Lübeck as well as a Member of the Board of Directors at SGMI Management Institute St. Gallen and TEDx Speaker. He is Chief Research Officer at Kotler Impact Inc. and a global co-author of marketing legend Philip Kotler. With his many years of international experience, Marc Opresnik is one of the world's most renowned marketing, management and negotiation experts.

Das Standardwerk des Holistischen MarketingsVon Domendos.com unter die besten Marketing-Management-Bücher der Welt gewähltDie vorliegende aktualisierte und erweiterte 5. Auflage dieses von Domendos.com unter die besten Marketingbücher der Welt gewählten Klassikers vermittelt umfassende Grundlagen des Marketings und Strategischen Marketing-Managements. Das Buch bietet einen leicht verständlichen Überblick über die neuesten Entwicklungen einschließlich Metaverse und KI. Diese Auflage wurde zudem mit aktuellen Unternehmens-Fallstudien angereichert, welche zeigen, wie Tools und Strategien in der Praxis Anwendung finden. Darüber hinaus ist dieses Standardwerk des Holistischen Marketings anhand des Marketing-Management-Prozesses strukturiert, sodass sowohl Studierende als auch Praktiker einen ganzheitlichen Überblick erhalten.Ganz im Sinne des integrativen Ansatzes des Buchs und des Triple-Bottom-Line-Ansatzes mit den Säulen "People, Planet, Profit" spendet jedes Buch 1 Mahlzeit für 1 Menschen in Not über die "SharetheMeal"-Initiative des WFP der UN."In einem Wort: Einzigartig. In zwei Worten: Ein Meilenstein. In einem Satz: Dieses leicht zu lesende Buch demonstriert durch Fallstudien und Praxisbeispiele sowie die gesamtheitliche Darstellung, warum es schlichtweg das Standardwerk des Holistischen Marketings ist."Christoph Schweizer, Managing Director, TraveKom GmbH"Dieses überaus spannende Lehrbuch bietet eine prägnante Einführung in die Theorie und Praxis des Marketing-Managements im 21. Jahrhundert. Es ist systematisch anhand des Marketingplanungs-Prozesses strukturiert und in einem klaren, lebendigen sowie praktischen Stil geschrieben. Es eignet sich damit perfekt für Studenten und Praktiker gleichermaßen."Univ.- Prof. Dr. Dr. h.c. Marko Sarstedt, Chair of Marketing, LMU MünchenDie AutorenSvend Hollensen ist Associate Professor für Internationales Marketing an der University of Southern Denmark. Er ist Autor von weltweit veröffentlichten Lehrbüchern und mehreren Artikeln in renommierten Zeitschriften. Svend Hollensen hat als Berater für mehrere multinationale Unternehmen sowie für globale Organisationen wie die Weltbank gearbeitet.Marc Opresnik ist u. a. Professor für Marketing an der Technischen Hochschule Lübeck sowie Mitglied des Direktoriums beim SGMI Management Institut St. Gallen und TEDx Speaker. Er ist Chief Research Officer bei Kotler Impact Inc. und globaler Co-Autor von Marketinglegende Philip Kotler. Mit seiner langjährigen internationalen Erfahrung ist Marc Opresnik einer der weltweit renommiertesten Marketing-, Management- und Verhandlungsexperten.

In this book, the authors develop the Quintessential Marketing Arena by following the logic of the three major steps of the marketing process. They present the fourteen most important marketing instruments and help readers develop their own marketing plans.

Mange virksomheder opbygger eksport til andre lande. I Danmark satser man ofte på nicher, og derfor er det nødvendigt at trænge ind på flere markeder samtidigt for at få tilstrækkelig salgsvolumen. Det er også altafgørende, at varen kan komme hurtigt og effektivt frem til kunderne, og her spiller de samarbejdsrelationer, man har i udlandet, en vigtig rolle.Danske virksomheder bruger i vid udstrækning agenter og distributører på eksportmarkederne. Således betjenes mere end 70% af samtlige markeder af agenter og distributører. Derfor er det et af de helt centrale områder at sætte ind, hvis man vil forbedre sin indtjening på eksport.Internationale partnerskaber fungerer som en værktøjskasse, hvor virksomhedenbl.a. får:- Inspiration og konkrete værktøjer, som kan styrke virksomhedens eksportafsætning.- Forslag til, hvordan forholdet til agenter og distributører kan optimeres.- Værktøjer og forslag til, hvordan virksomheden kan forbedre sin eksport.Bogen er målrettet ledere og eksportansvarlige, men kan med fordel læses af alle, der arbejder med eksport.