Svend Hollensen — Essentials of Global Marketing, 2008 год


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Essentials of Global Marketing - Svend Hollensen

Prentice Hall / —
Essentials of Global Marketing’ has a clear structure, with a starting point in the SMEs and the five main decisions that SMEs (and larger firms) face in connection with the internationalization process:
Part 1: The decision whether to internationalize
Part 2: Deciding which markets to enter
Part 3: Developing the market entry strategies
Part 4: Designing the global marketing programmes
Part 5: Implementing and coordination the global marketing programme
The book has a 100% global perspective, in delivering cases from all parts of the world to support chapters and parts.

ISBN: 978-0-273-71784-3
мягкая обложка, 528 стр.
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