8ª ed. .— Harlow : Pearson, 2020 .— XLVII,757 p. ; 25 cm
Indices .- Glosario .- Casos .- Bibliografia
Global Marketing, 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. The 8th Edition is concentrated around three major themes: ‘glocalization’, ‘internet of everything’ and ‘social media marketing’ Fully updated to cover the latest technologies, trends and practices in global marketing including AI, the shared economy, subscription-based pricing and omni-channel strategies, case studies are updated throughout the book including new chapter cases on Bumble, Jissbon and Waymo.
