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.
