Global Marketing

Global Marketing, 8th Edition, by Svend Hollensen presents a comprehensive guide to international marketing that has shaped the field for nearly two decades. Now updated for 2020, this textbook offers both undergraduate and postgraduate students—as well as marketing professionals—a robust framework for understanding and applying the complex processes behind global marketing decisions. The book is meticulously structured around the five key decisions that marketing executives face when operating on the global stage. Enhanced with numerous pedagogical tools such as Exhibits, Key Terms, and Discussion Questions, each chapter is designed to bridge theory with real-world application. End-of-chapter and end-of-part case studies further illustrate how foundational concepts are implemented in practice. In this edition, readers will find contemporary case studies and fresh insights into the latest technological trends and practices shaping international marketing today—including topics like artificial intelligence, the shared economy, subscription-based pricing, and omnichannel strategies. Global Marketing remains an indispensable resource for anyone looking to elevate their understanding and execution of marketing strategies in today’s dynamic global environment.