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Global Marketing - Hollensen, Svend
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  • Broschiertes Buch

Global Marketing is a clear and comprehensive guide for undergraduate and postgraduate students seeking a deep understanding of international marketing. It helps students analyze, select, and evaluate conceptual frameworks for effective decision-making, develop and implement market-responsive strategies, achieving global competitiveness. Updates include clarity on market selection, culture and PESTEL implications and insights into supply chain challenges, technology advancements (such as gen AI) and the future of globalization. Case studies on H&M sustainable fashion, e-scooters and McDonald's…mehr

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Produktbeschreibung
Global Marketing is a clear and comprehensive guide for undergraduate and postgraduate students seeking a deep understanding of international marketing. It helps students analyze, select, and evaluate conceptual frameworks for effective decision-making, develop and implement market-responsive strategies, achieving global competitiveness. Updates include clarity on market selection, culture and PESTEL implications and insights into supply chain challenges, technology advancements (such as gen AI) and the future of globalization. Case studies on H&M sustainable fashion, e-scooters and McDonald's provide real-life examples of global marketing strategy and implementation.
Autorenporträt
Svend Hollensen is an Associate Professor of International Marketing at the University of Southern Denmark and has worked as a marketing consultant for several international companies and organisations. Ana Bogdanovic is a Senior Lecturer/Associate Professor of Marketing and Director of Education at Newcastle University Business School and has extensive and diverse international experience in designing, delivering and leading various marketing courses.