Essentials of global marketing

by Hollensen, Svend

Type Book
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This work offers a concise and manageable approach to global marketing. The accessible structure takes the reader through the entire international marketing planning process, and fundamental concepts are illuminated by examples from a wide range of companies, small and large, from around the world.

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Title Statements

  • Full title :Essentials of global marketing / Svend Hollensen.

Summary

This work offers a concise and manageable approach to global marketing. The accessible structure takes the reader through the entire international marketing planning process, and fundamental concepts are illuminated by examples from a wide range of companies, small and large, from around the world.

Read More ↓

Edition Statements

  • Publication Date:2012.
  • Edition:2nd ed

Publication Statements

  • Publisher(s):Pearson
  • Place of Publication:Harlow
  • Language:eng
  • Publication Date:2012.

Notes

Previous edition: 2008.

The Physical Object

  • Description:1 online resource (xxxiv, 524 pages : : illustrations, maps)

Edition Identifiers

  • oclc:on1341893997
  • LC Classification:HF1416
  • Dewey Decimal:658.84

Table of Contents

Pt. 1. The Decision to Internationalize -- pt. 2. Deciding Which Markets to Enter -- pt. 3. Market Entry Strategies -- pt. 4. Designing the Global Marketing Programme -- pt. 5. Implementing and Coordinating the Global Marketing Programme.

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Subjects

Business and Management Case studies Casestudies Export marketing Export marketing -- Case studies Internationale marketing Internationalisatie Marketing Strategische planning

Writers

Hollensen, Svend

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