Global Marketing (8th Edition) by Svend Hollensen
Global Marketing has been a definitive guide to international marketing for nearly twenty years, serving as a core resource for students and marketing professionals worldwide. This eighth edition provides a comprehensive framework for understanding and developing essential skills around core global marketing strategies, making it an ideal choice for undergraduate and postgraduate students as well as practitioners seeking to refine their international business approach.
Fully updated to reflect the contemporary business landscape, this edition explores the latest technologies, trends, and practices that are reshaping the industry. Key topics include the integration of Artificial Intelligence (AI) in marketing, the rise of the shared economy, innovative subscription-based pricing models, and the implementation of seamless omnichannel strategies.
The text is structured around the five main decisions marketing executives face during the global marketing process, providing a clear and logical path from theory to application. To support learning, the book includes various pedagogical features such as detailed exhibits, key terms, and thought-provoking questions for discussion that help bridge the gap between academic concepts and real-world scenarios.
Book Details & Metadata:
- Title: Global Marketing
- Author: Svend Hollensen
- Edition: 8th Edition
- Publisher: Pearson Higher Education
- Publication Date: January 13, 2020
- ISBN-10: 1292251808
- ISBN-13: 978-1292251806
- Language: English