Название: Global Marketing, 7th EditionАвтор: Svend Hollensen
Издательство: Pearson
Год: 2016
ISBN: 9781292100111
Формат: pdf
Страниц: 872
Размер: 33 mb
Язык: English
In this era of increased globalisation, if there’s one textbook that today’s students and tomorrow’s marketers need to read, it’s Svend Hollensen’s world renowned text. For over fifteen 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 seventh edition, Global Marketing continues to be the most up-to-date and thorough text of its kind, with cutting-edge case studies and a focus on the impact of new technologies and perspectives on international marketing. This seventh edition expands on a number of new topics, including: shared economy solutions, social media, e-services and smartwatch app marketing, as well as many more.
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.