Global marketing / Svend Hollensen.
Material type:
TextPublisher: Harlow, England ; New York : Pearson, 2020Edition: 8th editionDescription: 1 online resource (xlvii, 757 pages)Content type: - text
- computer
- online resource
- 9781292251837
- 1292251832
- 9781292251820
- 658.84 23
Enhanced descriptions from Syndetics:
Learn and develop essential skills around core global marketing strategies.
Global Marketing, 8th Edition by Svend Hollensen, has been the definitive guide to international marketing for nearly twenty years and a core textbook for the work of marketers all around the world.
This textbook is ideal for undergraduate and postgraduate students studying international marketing, as well as any practitioners who wish to take their global marketing strategies to the next level. Fully updated, this new edition covers the latest technologies, trends and practices in Global Marketing, including AI, the shared economy, subscription-based pricing and omnichannel strategies.
Key Features include:
A clear structure around the five main decisions marketing executives face in connection to the global marketing processes 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 applications Updated case studies, including new chapter cases on Bumble, Jissbon and WaymoWith cutting-edge case studies and a focus on the impact of new technologies on international marketing, this edition continues to be the most up-to-date and comprehensive text around the discipline.
Includes bibliographical references and index.
Description based on online resource; title from digital title page (viewed on March 25, 2020).
Author notes provided by Syndetics
Svend Hollensen is an Associate Professor of International Marketing at the University of Southern Denmark and has worked as a marketing consultant for several international companies and organisations. As well as this book, he is the author of other Pearson texts, including Marketing Management and Essentials of Global Marketing.