Learn and develop skills involving strategic global marketing
decision-making Global Marketing, 8th Edition, by Hollensen
continues to be the most up-to-date and comprehensive text of its
kind, with cutting-edge case studies and a focus on the impact of new
technologies and perspectives on international marketing. For nearly
twenty years this title 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. 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 Numerous
pedagogical features such as Exhibits, Key Terms and Questions for
Discussion to help you comprehend theory and apply it to the real
world End of part and end of chapter case studies to help you
understand how the theory relates to real world application New to
this edition: The 8th Edition is concentrated around three major
themes: ‘glocalization’, ‘internet of everything’ and
‘social media marketing’ Fully updated to cover the latest
technologies, trends and practices in global marketing including AI,
the shared economy, subscription-based pricing and omni-channel
strategies Case studies are updated throughout the book including new
chapter cases on Bumble, Jissbon and Waymo This book is ideal for
undergraduate and postgraduate students studying international
marketing, and for any practitioners who wish to take their global
marketing strategies to the next level. 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. Pearson, the world’s learning
company.
Les mer
Produktdetaljer
ISBN
9781292251837
Publisert
2019
Utgave
8. utgave
Utgiver
Vendor
Pearson (Intl)
Språk
Product language
Engelsk
Format
Product format
Digital bok
Forfatter