Global marketing

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Title:

Global marketing

Author:

Hollensen, Svend Verfasser.

ISBN:

9781292251806

9781292251820

Personal Author:

Hollensen, Svend Verfasser.

Edition:

8th edition.

Physical Description:

xlvii, 757 Seiten : Illustrationen, Diagramme

General Note:

Includes bibliographical references and index.

Abstract:

"Globalization is the growing interdependence of national economies - involving primarily customers, producers, suppliers and governments in different markets. Global marketing therefore reflects the trend of firms selling and distributing products and services in many countries around the world"--.

Subject Term:

Export marketing.

Export marketing -- Case studies.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIESDN	1:GEN-BOOK	000157529	658.8 HOL	1	Searching... Unknown

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Summary

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 Waymo

With 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.