Global Marketing Svend Hollensen's book is an English-language study book that focuses on international marketing. This learning resource is intended for higher-education students who want to deepen their knowledge of global marketing.
The book covers essential strategies in global marketing and provides a clear framework around the five key decisions for marketing professionals in an international context. The content has been fully updated, with attention to new technologies and trends such as AI, the sharing economy, and omnichannel strategies. Various case studies, including recent examples about Bumble, Jissbon, and Waymo, illustrate the theory and make the book practically applicable.
This study book connects to topics such as sales and marketing, multinationals, and business & economics. Thanks to the combination of theory and up-to-date case studies, it is an indispensable learning resource for anyone involved in international marketing.