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The globalization of companies is the involvement of customers, producers, suppliers, and other stakeholders in the global marketing process. Global marketing therefore reflects the trend of firms selling products and services across many countries. Drawing on an incomparable br…
Written from the perspective of the firm competing in international markets, this book is developed primarily for undergraduate and graduate courses in global/international marketing. It will also appeal to marketing managers who wish to keep abreast of the most recent developme…
This book is structured around a comprehensive five stage managerial model of international marketing decision making at all stages of the enterprise life cycle. It is based on the most recent research.
"Finally, a tools-oriented book that shows how international marketing managers can transform existing (secondary) and newly collected (primary) 'raw' data into useful information. Schmidt and Hollensen enliven the study of marketing research in an international business context…
"Finally, a tools-oriented book that shows how international marketing managers can transform existing (secondary) and newly collected (primary) 'raw' data into useful information. Schmidt and Hollensen enliven the study of marketing research in an international business context…
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, fr…
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, fr…
