Essentials of global marketing
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 ↓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:xxxiv, 524 pages : : illustrations, maps ; : 27 cm
Edition Identifiers
- ISBN:9780273756545, 0273756540
- oclc:ocn809932575
- 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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