Global Marketing

af Svend Hollensen

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)... (Læs mere)