Kristiaan Helsen – författare

An indispensable resource for students of marketing, management, and international business

In the newly revised ninth edition of Global Marketing Management, a decorated team of international marketing professionals delivers an authoritative discussion of the realities of global marketing in today’s economy and an insightful exploration of the future of marketing to an international audience. You’ll obtain an integrated understanding of marketing best practices on a global scale, complete with relevant historical background and descriptions of current marketing environments.

The latest edition builds on four major structural changes to the global marketing environment: growing anti-globalization sentiment, the growth of information technology tools, the increasing demand for personalization, and the environmental impact of business activity. In-depth case studies offer lively discussions of real-world global marketing campaigns and are accessible online. Global Marketing Management also provides:

Thoroughly updated examples and case studies with contemporary information An ongoing emphasis on the increased volatility and uncertainty of today’s global markets Updated discussions of the balance to be struck between pursuing economies of scale and respecting unique cultural sensitivities New explorations of major global environmental and ethical issues New chapters on emerging markets, internet marketing, and corporate social responsibility

An indispensable resource for students of marketing, management, and international businessIn the newly revised ninth edition of Global Marketing Management, a decorated team of international marketing professionals delivers an authoritative discussion of the realities of global marketing in today’s economy and an insightful exploration of the future of marketing to an international audience. You’ll obtain an integrated understanding of marketing best practices on a global scale, complete with relevant historical background and descriptions of current marketing environments.The latest edition builds on four major structural changes to the global marketing environment: growing anti-globalization sentiment, the growth of information technology tools, the increasing demand for personalization, and the environmental impact of business activity. In-depth case studies offer lively discussions of real-world global marketing campaigns and are accessible online. Global Marketing Management also provides: Thoroughly updated examples and case studies with contemporary informationAn ongoing emphasis on the increased volatility and uncertainty of today’s global marketsUpdated discussions of the balance to be struck between pursuing economies of scale and respecting unique cultural sensitivitiesNew explorations of major global environmental and ethical issuesNew chapters on emerging markets, internet marketing, and corporate social responsibility

In the newly revised tenth edition of Global Marketing Management, a team of experienced international marketing professionals and authors delivers a comprehensive discussion of how to navigate increasingly turbulent global markets. The book describes the commercial realities of global markets while offering students and practitioners unique insights they can apply immediately to help them meet the challenges posed by tariffs, pandemics, technological change, cultural heterogeneity, and more. AN INTERACTIVE, MULTIMEDIA LEARNING EXPERIENCE This textbook includes access to an interactive, multimedia e-text. Icons throughout the print book signal corresponding digital content in the e-text. Interactive Figures, Charts & Tables: Appearing throughout the enhanced e-text, interactive figures, process diagrams, and tables facilitate the study of complex concepts and processes and help students retain important information. Even many of the simplest figures are interactive to encourage online readers to pause and absorb the information they present before scrolling on to additional reading. Interactive Self-Scoring Check Your Knowledge Questions and Practice Quizzes: Students can check their answers to the Check Your Knowledge questions at the end of each major chapter section instantly, and each chapter includes a self-scoring Practice Quiz to help prepare for graded assignments and exams.