Global Marketing
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Beschreibung
'All good marketing is local. Global companies know this and are going 'glocal'.There is also a trend towards the GÇÿInternet of EverythingGÇÖ, which revolutionizes the whole marketing discipline. Svend Hollensen has captured all the latest trends very well with the new cases in his seventh edition of Global Marketing.' Philip Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University In this era of increased globalisation, if thereGÇÖs one textbook that todayGÇÖs students and tomorrowGÇÖs marketers need to read, itGÇÖs Svend HollensenGÇÖs 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. von Hollensen, Svend
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