Global Marketing Management adopts a strategic management framework and provides an examination of key management decisions. The third edition addresses contemporary issues in the marketing environment such as climate change and sustainable development, service delivery, ICT tec…
This edition has been thoroughly streamlined and reorganized from the ground up, with updates and revisions in every chapter, to describe and interpret the functions of modern marketing management in the 21st century
TODAY'S STUDENTS - TOMORROW'S PROFESSIONALSMarketing: Theory, Evidence, Practice tells the story of marketing, its theories, concepts and real life applications, while providing a realistic overview of the marketing world. It demonstrates the practical application of marketing s…
This work analyses the major controversies in the "philosophy debates" raging throughout the field of marketing. Using an historical approach, it argues against relativism and for scientific realism as a philosophy for guiding marketing research and theory.
Essentials of Global Marketing offers a concise yet innovative approach to the subject. The accessible structure takes the reader through the entire global marketing process, and fundamental concepts are illuminated by a wide range of companies around the world. Hollensen includ…
This introduction to marketing explains core principles in the context of organizations, business management practice and the changing business environment. Examples and short case studies are used to bring the subject to life, emphasizing the practical aspects of the subject.
The seventh edition of the pioneering guide to generating attention for your idea or business, packed with new and updated information. In the Digital Age, marketing tactics seem to change on a day-to-day basis. As the ways we communicate continue to evolve, keeping pace with th…
Now in its fourth edition this successful introduction to international marketing has been thoroughly revised, updated and developed throughout to reflect the most recent developments in today's dynamic business environment. Contemporary, engaging, and accessible, International …
Provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals. Links marketing theory with practical business experience through case studies from cutting edge companies such as ASOS, Spotify, Zalan…