{"product_id":"essentials-of-global-marketing-9780273756545","title":"Essentials Of Global Marketing","description":"\u003cp\u003eEssentials of Global Marketing offers a concise and manageable approach to the subject. The accessible structure takes the reader through the entire international marketing planning process, and fundamental concepts are illuminated by examples from a wide range of companies, small and large, from around the world. \u003c\/p\u003e \u003cbr\u003e \u003cbr\u003e \u003cp\u003eEssentials of Global Marketing offers a concise and manageable approach to the subject. The accessible structure takes the reader through the entire international marketing planning process. Fundamental concepts are illuminated by examples from a wide range of companies, small and large, from around the world. \u003c\/p\u003e \u003cp\u003eThis second edition builds on the success of the first and continues to break new ground with:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eInformation from the latest journal articles and up-to-date company facts. \u003c\/li\u003e \u003cli\u003eNew coverage of modern concepts such as hybrid sales channels, service-dominant logic and social media marketing, especially Web 2.0 and crowd-sourcing. \u003c\/li\u003e \u003cli\u003eNew coverage of BRIC countries, special cultural issues in China, gift-giving in different cultures and marketing to ‘bottom of pyramid’ (BOP) in emerging countries. \u003c\/li\u003e \u003cli\u003eCoverage of corporate social responsibility. \u003c\/li\u003e \u003cli\u003eNew case studies from companies such as Barnes \u0026amp; Noble, Amazon, Zam Zam Cola, Green Toys and Polaroid Eyewear.\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eNew interactive features for students and lecturers, hosted at \u003cb\u003e\u003c\/b\u003e, including multiple choice quizzes for every chapter, video case studies of internationally recognized companies to accompany each part, a 28-page downloadable appendix covering marketing research and the decision-support system, and, for lecturers, media-rich PowerPoint slides. \u003c\/p\u003e \u003cp\u003eDrawing on an incomparable breadth of international examples, Svend Hollensen not only demonstrates how global marketing works, but also how it relates to real decisions around the world. \u003c\/p\u003e \u003cp\u003eSvend Hollensen is Associate Professor of International Marketing at the University of Southern Denmark and has worked as a marketing consultant for several international companies and organizations. \u003c\/p\u003e \u003cp\u003e\u003cb\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e \u003c\/p\u003e \u003cbr\u003e \u003cbr\u003e \u003cp\u003eEssentials of Global Marketing offers a concise and manageable approach to the subject. The accessible structure takes the reader through the entire international marketing planning process, and fundamental concepts are illuminated by examples from a wide range of companies, small and large, from around the world. \u003c\/p\u003e","brand":"Boek","offers":[{"title":"Gebruikt","offer_id":53907502629191,"sku":"30M-R10-G7","price":47.95,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0770\/4172\/9863\/files\/550x747_6a1a8bfe-e64e-4bab-a07b-d22b0cc6b705.jpg?v=1778684307","url":"https:\/\/www.reway.nl\/products\/essentials-of-global-marketing-9780273756545","provider":"Reway","version":"1.0","type":"link"}