Alexandra Kenyon – författare

Major global events such as the COVID-19 pandemic and the UN Sustainable Development Goals have changed the business landscape with significant consequences for trade. Understanding such environmental issues, politics, economics and more, is critical in international marketing strategy.Fully updated and revised, the ninth edition of this popular text reflects the changing focus of international marketing and ensures students are fully up-to-date with the challenges posed by new patterns of development in global markets. It provides accessible content from around the world including newly emerging economies as well as explaining increasingly global risks and the role of digital developments. An exciting range of features including Management Challenges, Illustrations and contemporary case studies guide students through the complexities of international marketing as it responds to a rapidly changing environment.

Now in its tenth edition, this popular text has been comprehensively updated and revised to reflect changing world events that are impacting international marketing and the challenges posed by the latest developments . The text provides accessible content from around the world including newly emerging economies as well as explaining increasingly global risks and the role of digital developments. An exciting range of features including Management Challenges, Illustrations and contemporary case studies guide you through the complexities of international marketing as it responds to a rapidly changing environment.

Managing hospitality experiences is a crucial part of the hospitality business and industry alike. While many textbooks cover the management of hospitality services, this text focuses specifically on experiences, while also providing a full and detailed insight into the ways in which experiences are designed and delivered. Using examples from the gamut of hospitality, this book explores issues around people, services and spaces. It covers management issues such as marketing, human resources, operations, quality management, facilities management, project management and strategy, while considering hospitality operations within their wider geo-social and geo-environmental settings. This book includes a range of important contemporary topics, such as sustainability, resilience and ethics; supported throughout by learning objectives, case studies, review questions, links to videos and further reading suggestions. This book: Emphasises experiences within hospitality, providing students with a focused and applicable text. Includes numerous international industry case studies to illustrate how hospitality organisations manage experiences; these real-life scenarios provide key teaching points. Provides wider theoretical principles to develop the field of hospitality and place it within an industry context. An invaluable read for undergraduate students of hospitality and event management, this textbook also provides an overview for postgraduate students and those studying further education courses in hospitality and related areas.

Managing hospitality experiences is a crucial part of the hospitality business and industry alike. While many textbooks cover the management of hospitality services, this text focuses specifically on experiences, while also providing a full and detailed insight into the ways in which experiences are designed and delivered. Using examples from the gamut of hospitality, this book explores issues around people, services and spaces. It covers management issues such as marketing, human resources, operations, quality management, facilities management, project management and strategy, while considering hospitality operations within their wider geo-social and geo-environmental settings. This book includes a range of important contemporary topics, such as sustainability, resilience and ethics; supported throughout by learning objectives, case studies, review questions, links to videos and further reading suggestions. This book: Emphasises experiences within hospitality, providing students with a focused and applicable text. Includes numerous international industry case studies to illustrate how hospitality organisations manage experiences; these real-life scenarios provide key teaching points. Provides wider theoretical principles to develop the field of hospitality and place it within an industry context. An invaluable read for undergraduate students of hospitality and event management, this textbook also provides an overview for postgraduate students and those studying further education courses in hospitality and related areas.