product title: Global Marketing, 8th edition

Format types

Revel = Access to the learning platform. Integrated within the narrative, theory and concepts are brought to life through interactives and videos.

What is Revel?

Dynamic content designed for the way today's students read, think, and learn

Integrated within the narrative, theory and concepts are brought to life through interactives and videos created to empower students to engage with concepts, and take an active role in learning. Revel's media interactives have been designed to be completed quickly, and videos are brief, so students stay focused and on task.

Revel's quizzing, integrated throughout as well as at the end of each module, provides students opportunities to check their understanding at regular intervals before moving on.

Revel's writing functionality, available in select courses, enables educators to integrate writing - among the best ways to foster and assess critical thinking - into the course without significantly impacting their grading burden. Self-paced Journaling Prompts throughout the narrative encourage students to express their thoughts without breaking stride in their reading. Assignable Shared Writing Activities direct students to share written responses with classmates, fostering peer discussion.

Highlighting, note taking, and a glossary let students customise their reading and studying experience. Instructors can add notes for students too, including reminders or study tips.

Global Marketing, 8th Edition, by Hollensen continues to be the most up-to-date and comprehensive text of its kind, with cutting-edge case studies and a focus on the impact of new technologies and perspectives on international marketing. For nearly twenty years this title 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.

New to this edition

The content of the new edition revolves around three major themes.

• "Globalisation": this new edition discusses the interaction between both 'local' and 'global' concepts.
• "Internet of Things" (loT): this new aspect is reflected in most cases and incorporated in all parts of daily communication and buying behaviour.
• "Social Media Marketing": playing the most important role, the content is structured around the well-known stages that SMEs go through when they internationalise.

Updates include:

• Chapter 1: 'Artificial Intelligence (AI)' extends the concept of providing customer value and its focus on the global marketing planning process.
• Chapter 4: Expanded section about the 'sharing economy'.
• Chapter 6: Shows the role of the home government in the case of Chinese Huawei Technologies Corporation.
• Chapter 14: Now contains an extended section about how Internet-of-Things (loT) can be integrated into the global marketing process.
• Chapter 15: introduces the concept of 'subscription-based pricing'
• Chapter 16: now shows and explains the whole process from the single-channel strategy to the omnichannel strategy.