"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 there's one
textbook that today's students and tomorrow's marketers need to
read, it's Svend Hollensen's 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
Goetze, 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
General
Is the information for this product incomplete, wrong or inappropriate?
Let us know about it.
Does this product have an incorrect or missing image?
Send us a new image.
Is this product missing categories?
Add more categories.
Review This Product
No reviews yet - be the first to create one!