Teach your students the core principles of global marketing with this comprehensive guide.
Global Marketing, 8th Edition is thecore textbook for the work of marketers all around the world featuring a wealth of new and updated features around the latest technologies, trends and practices in Global Marketing. Also comes with a Revel® edition.
For nearly twenty 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 eighth edition, Global Marketing 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.
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 students comprehend theory and apply it to the real world.
· End of part and end of chapter case studies helping students to understand how the theory relates to real world application.
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.
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.