Learn and develop skills involving strategic global marketing decision-making
Global Marketing, 8th Edition, (PDF) by Hollensen continues to be the most up-to-date and comprehensive textbook of its kind, with cutting-edge case studies and a focus on the impact of new technologies and perspectives on international marketing. This title has been the definitive, truly international guide to marketing for nearly twenty years. During that time, borders have become ever more transient, and this ebook is more central to the work of marketers all around the world.
Key Features include:
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- End of part and end of chapter case studies to help you understand how the theory relates to real-world application
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- A clear part structure, organised around the five main decisions that marketing people in companies face in connection to the global marketing process
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- Numerous pedagogical features such as Key Terms, Exhibits, and Questions for Discussion to help you comprehend theory and apply it to the real world
New to this Eighth Edition:
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- Case studies are updated throughout the ebook including new chapter cases on Jissbon, Bumble, and Waymo
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- The updated
8th Edition
- is concentrated around three major themes: ‘glocalization’, ‘internet of everything, and ‘social media marketing
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- Fully updated to cover the latest technologies, trends, and practices in global marketing, including AI, the shared economy, subscription-based pricing, and omnichannel strategies
This textbook is ideal for postgraduate and undergraduate students studying international marketing, and for any practitioners who wish to take their global marketing strategies to the next level.
978-1292251806, 978-1292251837
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NOTE: This sale only includes the ebook Global Marketing, 8E, in PDF format. No access codes are included.
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