Global Marketing: A Decision Oriented Approach

Citation

Alexander, N. (2006), "Global Marketing: A Decision Oriented Approach", European Journal of Marketing, Vol. 40 No. 11/12, pp. 1375-1376. https://doi.org/10.1108/03090560610702867

Hollensen provides the market with a very well constructed book that achieves its author's expressed aim of engaging the reader in a decision‐oriented approach to global marketing issues.

As would be expected, the book covers a full range of global marketing issues. The sections of the book address the decision to internationalize, the market selection process, market entry strategy, the design of marketing programmes in global markets and implementation and coordination of those programmes. These five sections are divided up into a total of 20 chapters that focus on key aspects of the wider issues under consideration. The individual chapters are well conceived and follow a logical progression. For example, the section concerned with market selection provides coverage of “global market research”, “the political and economic environment”, “the sociocultural environment”, and “the international market selection process”.

Within the chapters themselves, there are clearly expressed learning outcomes. The chapter on the socio‐cultural environment sets the objectives of discussing how the socio cultural environment will influence the relative attractiveness of a market, defining culture and its component parts, explaining Hofstede's model, evaluating the model and discussing cultural convergence. The chapters are developed well, providing the reader with bite‐size text, clear diagrams, well‐focussed tables and succinct exhibits.

The chapters are well supported by case studies. Indeed, the case studies are a considerable strength of the book. They are appropriate to the issues under consideration and they are interesting and suitably varied. The material within the cases supports class discussion and the questions provided facilitate the development of that discussion.

The book is particularly well suited to the needs of more mature students refocusing their skills base or post experience students. That is not to say the book could not be used by undergraduates, but rather that it is particularly well suited to those more oriented to the practical implementation of marketing programmes or those acquiring readily employable skills.

Nevertheless, some students might find that they would wish to use other books to develop their knowledge of theory. This would be understandable. One of the great strengths of the book is its accessibility. Inevitably therefore the overt use of theoretical material is less evident. Nevertheless, the material presented is clearly underpinned by research and this is evident in material, such as diagrams, that has been formulated for the target audience.

From a tutors' perspective the book provides a useful one‐stop‐shop of clearly laid out coherent text alongside usable and interesting case studies. Students would find this book an efficient means by which to acquire knowledge as well as an understanding of the practical issues associated with establishing and developing a global marketing operation and programme.