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Global marketing : a decision-oriented approach

Author: Svend Hollensen
Publisher: Harlow, England : Financial Times : Prentice Hall, 2004.
Edition/Format:   Print book : English : 3rd edView all editions and formats
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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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Svend Hollensen
ISBN: 0273678396 9780273678397
OCLC Number: 53369114
Description: xxxix, 717 pages : color illustrations ; 27 cm
Contents: Pt. I. The decision whether to internationalize --
Pt. II. Deciding which markets to enter --
Pt. III. Market entry strategies --
Pt. IV. Designing the global marketing programme --
Pt. V. Implementing and coordinating the global marketing programme.
Responsibility: Svend Hollensen.

Abstract:

This text written from the perspective of the firm competing in international markets. Developed primarily for undergraduate and graduate courses in global/international marketing, it should also  Read more...

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