ENGLISH

Global marketing : a decision-oriented approach

By Svend Hollensen

Book information

Publisher
Financial Times Prentice Hall
Year
2011
ISBN
978-0-273-72622-7, 0273726226
Language
english
Format
PDF
Filesize
22 MB (23108166 bytes)
Series
Financial Times (Prentice Hall)
Edition
5th Edition
Pages
xliii, 756 p. : col. ill. ; 27 cm\801
Time added
2014-05-28 20:34:30

Description

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 developments in the field. Content: The decision whether to internationalize -- Deciding which markets to enter -- Market entry strategies -- Designing the global marketing programme -- Implementing and coordinating the globalmarketing program. Abstract: 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 developments in the field

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