“All very good marketing and advertising is local. Global firms know this and are going “glocal”.There is also a trend towards the ‘Internet of Everything’, which revolutionizes the complete marketing discipline. Svend Hollensen has captured all the latest trends extremely nicely with the new circumstances in his seventh edition of Global Marketing.”
Philip Kotler, S. C. Johnson & Son Distinguished Professor of International Advertising, Kellogg College of Management, Northwestern University
In this era of improved globalisation, if there’s 1 textbook that today’s students and tomorrow’s marketers want to read, it is Svend Hollensen’s globe renowned text. For more than fifteen years International Marketing has been the definitive, really international guide to advertising and marketing. During that time, borders have become ever far more transient and this book much more central to the function of marketers all around the globe.
Now into its seventh edition, Worldwide Advertising continues to be the most up-to-date and thorough text of its kind, with cutting-edge case research and a focus on the influence of new technologies and perspectives on international marketing. This seventh edition expands on a quantity of new subjects, which includes: shared economy options, social media, e-solutions and smartwatch app marketing and advertising, as well as several much more.
It is perfect for undergraduate and postgraduate students studying international advertising, and for any practitioners who want to take their international marketing and advertising approaches to the next level.
“The globe nowadays genuinely is flat, and a sound worldwide point of view is an absolute must for all students. Svend Hollensen’s Global Marketing provides a thorough and comprehensive therapy that delivers on this want.”
Michael R. Solomon, Professor of Advertising, Haub College of Business, Saint Joseph’s University, USA, and Professor of Consumer Behaviour, University of Manchester, UK
“The ideal textbook on global advertising I have come across! The case research, several of them available on-line, provide an excellent basis for class discussion.”
Elisabeth Götze, Vienna University of Economics and Business
“Excellent level of detail in each and every chapter to assistance understanding around strategic international advertising decisions. The video case research are a enormous bonus and actually support to bring the topic alive. “
Giovanna Battiston, Senior Lecturer in Advertising, Sheffield Hallam University
Essential Attributes include:
- A clear component structure, organised about the 5 main choices that advertising folks in companies face in connection to the worldwide advertising method
- End of element and finish of chapter case research helping students to understand how the theory relates to true globe application
- Video case studies (available at www.pearsoned.co.uk/hollensen), showing how practitioners are utilizing International Advertising and marketing in their function
About the author
Svend Hollensen is Associate Professor of International Advertising and marketing at the University of Southern Denmark and has worked as a advertising consultant for numerous international organizations and organizations. As well as this book, he is the author of other Pearson texts, including Marketing and advertising Management and Essentials of International Marketing.
Student resources specifically written to complement this textbook are at www.pearsoned.co.uk/hollensen