Language : English
Published : 2017
Pages : 872
Global Marketing 7th Edition
“All good marketing is local. Global companies know this and are going “glocal”.There is also a trend towards the ‘Internet of Everything’, which revolutionizes the whole marketing discipline. Svend Hollensen has captured all the latest trends very well with the new cases in his seventh edition of Global Marketing.” Philip Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University In this era of increased globalisation, if there’s one textbook that today’s students and tomorrow’s marketers need to read, it’s Svend Hollensen’s world renowned text. For over fifteen years Global Marketing has been the definitive, truly international guide to marketing. During that time, borders have become ever more transient and this book more central to the work of marketers all around the world. Now into its seventh edition, Global Marketing continues to be the most up-to-date and thorough text of its kind, with cutting-edge case studies and a focus on the impact of new technologies and perspectives on international marketing. This seventh edition expands on a number of new topics, including: shared economy solutions, social media, e-services and smartwatch app marketing, as well as many more. It is ideal for undergraduate and postgraduate students studying international marketing, and for any practitioners who want to take their global marketing strategies to the next level. “The world today truly is flat, and a sound global perspective is an absolute must for all students. Svend Hollensen’s Global Marketing provides a thorough and comprehensive treatment that delivers on this need.” Michael R. Solomon, Professor of Marketing, Haub School of Business, Saint Joseph’s University, USA, and Professor of Consumer Behaviour, University of Manchester, UK “The best textbook on global marketing I have come across! The case studies, many of them available online, provide an excellent basis for class discussion.” Elisabeth Gotze, Vienna University of Economics and Business “Excellent level of detail in each chapter to support learning around strategic global marketing decisions. The video case studies are a huge bonus and really help to bring the subject alive. ” Giovanna Battiston, Senior Lecturer in Marketing, Sheffield Hallam University Key Features include: * A clear part structure, organised around the five main decisions that marketing people in companies face in connection to the global marketing process * End of part and end of chapter case studies helping students to understand how the theory relates to real world application * Video case studies (available at www.pearsoned.co.uk/hollensen), showing how practitioners are using Global Marketing in their work About the author Svend 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. As well as this book, he is the author of other Pearson texts, including Marketing Management and Essentials of Global Marketing. Student resources specifically written to complement this textbook are at www.pearsoned.co.uk/hollensen
In its 8th edition, AHRI-endorsed Human Resource Management has a re-organised author team and continues to provide a strong conceptual and practical framework for students of human resource management. The successful integrative strategic HRM model is retained and the most recent developments in human resource management theories and practices are explored. A multitude of contemporary regional and international examples are integrated throughout, alongside an expanded coverage on ethics and a focus on critical analysis. Thoroughly revised and updated with the latest research findings, this edition incorporates a wealth of new material including: corporate social responsibility, ethics, sustainable management practice, leadership, talent management, industrial relations, and retains its focus on core human resource elements. Accompanied by new online study tools which help to reinforce concepts, apply critical thinking and enhance skills, the 8th edition of Human Resource Management offers the complete learning experience required to succeed in human resource management.
Table of Contents
Part 1 Insight into Marketing 1. What is marketing? 2. Strategy development and marketing planning 3. The marketing environment Part 2 Analyzing the Market 4. Buying behaviour 5. Marketing research and marketing information 6. Market segmentation and positioning Part 3 Product Decisions 7. Product strategy and services marketing 8. New product development Part 4 Promotion Decisions 9. Marketing communication strategies 10. Advertising 11. Sales management Part 5 Pricing Decisions 12. Pricing strategies and price determination Part 6 Distribution Decisions 13. Distribution 14. Retailing 15. Global marketing
A new approach to learning the principles of management, MGMT 2 is the second Asia???Pacific edition of a proven, innovative solution to enhance the learning experience. Concise yet complete coverage supported by a suite of online learning aids equips students with the tools required to successfully undertake an introductory management course. Paving a new way to both teach and learn, MGMT 2 is designed to truly connect with today’s busy, tech-savvy student. Students have access to online interactive quizzing, videos, podcasts, flashcards, case studies, games and more. An accessible, easy-to-read text along with tear out review cards completes a package which helps students to learn important concepts faster. MGMT 2 delivers a fresh approach to give students what they need and want in a text.
What purpose does Strategic Management serve in modern businesses? Why do different businesses have different strategies? Is traditional strategic thinking still relevant for today? This dynamic textbook looks at strategy from a local to a global level, and uses real-life examples of businesses and individuals to provide an up-to-date view of Strategic Management in the current economic environment. In this new edition of Strategic Management: Principles and Practice, Barry J. Witcher and Vinh Sum Chau offer a practical and thought-provoking analysis of what Strategic Management is and how it can be put to good use.
About the Author
Dr Vinh Sum Chau is Lecturer in Strategy and Strategic Management at the Norwich Business School, University of East Anglia (UEA), and faculty member of the UK ESRC Centre for Competition Policy (CCP). Dr Barry J. Witcher is Reader in Strategic and General Management at the Norwich Business School, University of East Anglia (UEA).