Global marketing : a decision-oriented approach / Svend Hollensen.
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TextPublisher: Harlow, England ; New York : Financial Times Prentice Hall, 2011Edition: 5th edDescription: xliii, 756 p. : col. ill. ; 27 cmISBN: 9780273726227 (pbk.); 0273726226 (pbk.)Subject(s): Export marketing | Export marketing -- Case studiesDDC classification: 658.8/4 LOC classification: HF1416 | .H65 2011| Item type | Current library | Call number | Copy number | Status | Notes | Date due | Barcode |
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Female Library | HF1416 .H65 2011 (Browse shelf (Opens below)) | 1 | Available | STACKS | 51952000090267 | |
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Main Library | HF1416 .H65 2011 (Browse shelf (Opens below)) | 1 | Available | STACKS | 5195200072997 |
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| HF1414.35 .T44 2016 Intra-industry trade : cooperation and conflict in the global political economy / | HF1416 .C375 2009 International marketing / | HF1416 .D66 1997 International marketing strategy : contemporary readings / | HF1416 .H65 2011 Global marketing : a decision-oriented approach / | HF1416 .I617 2008 International marketing and export management / | HF1416 .K443 2011 Global marketing / | HF1416 .N45 2000 Import/export : how to get started in international trade / |
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.
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