Hollensen, Svend.
Global marketing : a decision-oriented approach / Svend Hollensen. - 5th ed. - Harlow, England ; New York : Financial Times Prentice Hall, 2011. - xliii, 756 p. : col. ill. ; 27 cm.
Includes bibliographical references and index.
The decision whether to internationalize -- Deciding which markets to enter -- Market entry strategies -- Designing the global marketing programme -- Implementing and coordinating the globalmarketing program.
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.
9780273726227 (pbk.) 0273726226 (pbk.)
2010009888
Export marketing.
Export marketing--Case studies.
HF1416 / .H65 2011
658.8/4
Global marketing : a decision-oriented approach / Svend Hollensen. - 5th ed. - Harlow, England ; New York : Financial Times Prentice Hall, 2011. - xliii, 756 p. : col. ill. ; 27 cm.
Includes bibliographical references and index.
The decision whether to internationalize -- Deciding which markets to enter -- Market entry strategies -- Designing the global marketing programme -- Implementing and coordinating the globalmarketing program.
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.
9780273726227 (pbk.) 0273726226 (pbk.)
2010009888
Export marketing.
Export marketing--Case studies.
HF1416 / .H65 2011
658.8/4