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Global Marketing (Paperback, 8th edition)
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Global Marketing (Paperback, 8th edition)
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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.
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