Reed Supermarket Case
Fifth Edition
Global MarketinG
A decision-oriented ApproAch
Svend Hollensen
GLOBAL MARKETING
Visit the Global Marketing, fifth edition Companion Website at www.pearsoned.co.uk/hollensen to find valuable student learning material including: Full versions of the video case studies Multiple choice questions to test your learning Annotated links to relevant sites on the web An online glossary to explain key terms Flashcards to test your knowledge of key terms and definitions Classic extra case studies that help take your learning further
We work with leading authors to develop the strongest educational materials in marketing, bringing cutting-edge thinking and best learning practice to a global market. Under a range of well-known imprints, including Financial Times Prentice Hall, we craft high-quality print and electronic publications which help readers to understand and apply their content, whether studying or at work. To find out more about the complete range of our publishing, please visit us on the World Wide Web at: www.pearsoned.co.uk
Fifth Edition
GLOBAL MARKETING
A DECISION-ORIENTED APPROACH Svend Hollensen
Pearson Education Limited Edinburgh Gate Harlow Essex CM20 2JE England and Associated Companies throughout the world Visit us on the World Wide Web at: www.pearsoned.co.uk
First published 1998 by Prentice Hall Second edition published 2001 by Pearson Education Limited Third edition published 2004 Fourth edition published 2007 Fifth edition published 2011 © Prentice Hall Europe 1998 © Pearson Education Limited 2001, 2011 The right of Svend Hollensen to be identified as author of this work has been asserted by the author in accordance with the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without either the prior written permission of
Global MarketinG
A decision-oriented ApproAch
Svend Hollensen
GLOBAL MARKETING
Visit the Global Marketing, fifth edition Companion Website at www.pearsoned.co.uk/hollensen to find valuable student learning material including: Full versions of the video case studies Multiple choice questions to test your learning Annotated links to relevant sites on the web An online glossary to explain key terms Flashcards to test your knowledge of key terms and definitions Classic extra case studies that help take your learning further
We work with leading authors to develop the strongest educational materials in marketing, bringing cutting-edge thinking and best learning practice to a global market. Under a range of well-known imprints, including Financial Times Prentice Hall, we craft high-quality print and electronic publications which help readers to understand and apply their content, whether studying or at work. To find out more about the complete range of our publishing, please visit us on the World Wide Web at: www.pearsoned.co.uk
Fifth Edition
GLOBAL MARKETING
A DECISION-ORIENTED APPROACH Svend Hollensen
Pearson Education Limited Edinburgh Gate Harlow Essex CM20 2JE England and Associated Companies throughout the world Visit us on the World Wide Web at: www.pearsoned.co.uk
First published 1998 by Prentice Hall Second edition published 2001 by Pearson Education Limited Third edition published 2004 Fourth edition published 2007 Fifth edition published 2011 © Prentice Hall Europe 1998 © Pearson Education Limited 2001, 2011 The right of Svend Hollensen to be identified as author of this work has been asserted by the author in accordance with the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without either the prior written permission of