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Global marketing : a decision-oriented approach / Svend Hollensen

By: Material type: TextTextPublication details: Harlow : Financial Times Prentice Hall, [2007]Edition: 4th edDescription: xxxviii, 714 p. : ill., maps ; 27 cmISBN:
  • 9780273706786
  • 9780273706786
Subject(s):
Partial contents:
Part 1: The decision to internationalize -- Part 2: Deciding which markets to enter -- Part 3: Market entry strategies -- Part 4: Designing the global market program -- Part 5: Implementing and coordinating the global marketing programme
Summary: 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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Holdings
Item type Current library Collection Call number Status Date due Barcode
General General ATU Dublin Road General Shelves Check catalogue for eBook edition 658.84 HOL (Browse shelf(Opens below)) Available G104945

Includes bibliographical references and index

Part 1: The decision to internationalize -- Part 2: Deciding which markets to enter -- Part 3: Market entry strategies -- Part 4: Designing the global market program -- Part 5: Implementing and coordinating the global marketing programme

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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