(Ebook) Global marketing : a decision-oriented approach by Svend Hollensen ISBN 9780273726227, 0273726226

(Ebook) Global marketing : a decision-oriented approach by Svend Hollensen ISBN 9780273726227, 0273726226

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