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Essentials of Global Marketing offers a concise and manageable
approach to the subject. The accessible structure takes the reader
through the entire international marketing planning process, and
fundamental concepts are illuminated by examples from a wide range
of companies, small and large, from around the world.
What actually is marketing? Many people think of marketing as only
sales and advertising because every day we are bombarded with TV
commercials, flyers, catalogues, sales calls, and commercial
e-mail. However, selling and advertising are only one element of
marketing. Today, marketing must be understood not in the old sense
of making a sale but in a contemporary and holistic sense of
satisfying customer needs. In this book the authors develop the
Quintessential Marketing Arena by following the logic of the three
major steps of the marketing process. Along this process they
present the fourteen most important marketing instruments that
occur during this process. Having read this book: You will have a
basic understanding of marketing and the process of marketing
management You will know the most important marketing instruments
and how they interact You can develop your own marketing plan based
on the Quintessential Marketing Arena
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.
This book takes the unique and innovative approach of linking
relationship marketing to the traditional market planning models
that are used by most marketers today. As globalisation progresses,
the need for creating and maintaining off-line and on-line
relationships with the company's customers, suppliers, stakeholders
and personnel has become increasingly vital in today's business
environment. Now in its fourth edition, this best-selling text
bridges the gap between relationship marketing and traditional
marketing, integrating this approach with the process of developing
effective marketing plans by the use of the newest technology.
Drawing on a varied and extensive range of international examples,
Hollensen demonstrates how companies such as Electrolux, Tinder
(Match.com), DJI Technology, Huawei and Spotify make use of
relationship marketing theory in order to gain competitive
advantage. Marketing Management: A Relationship Approach is
invaluable reading for undergraduates studying marketing management
in their final year or at postgraduate level and for practitioners
and those studying for professional qualifications in marketing
management.
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