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Global marketing

£4.99

Product description

Comprehensive and extremely readable, Global Marketing: a decision-oriented approach provides an analytic decision-oriented framework to help students and practitioners alike to develop and implement successful global marketing programmes. After reading this book, you will feel confident in analyzing, selecting and evaluating the appropriate conceptual frameworks with which to approach the five main management decisions of the global marketing process - 1) whether to internationalize; 2) deciding which markets to enter; 3) determing how to enter the foreign market; 4) designing the global marketing programme; and 5) implementing and coordinating the global marketing programme. Special coverage; new perspectives!In addition to special coverage on SMEs as global marketing players, buyer-seller relationships, value-chain, market-responsiveness, internet marketing, and up-to-date cases, this book provides new perspectives on: Forces for Global Integration and Market Responsiveness (Chapter 1) Internationalization of SMEs and of services (Chapter 3) Individual Competitiveness and Time-Based Competition (Chapter 4) International Marketing Research (Chapter 5) EMU and the Euro (Chapter 6);[There are] excellent cases and vignettes - [just] the right length and level of detail" Dr. Helen Perks, UMISTVisit www booksites.net/hollensen to access the Global Marketing Companion Website which includes comprehensive teaching and learning resources. Svend Hollensen is an Associate Professor at the University of Southern Denmark. His books include Marketing Management, and International Marketing Research (with Marcus Schmidt), also published with Pearson Education.

Item details

Condition:
Used: good
Format:
Paperback
ISBN-10:
0273678396
ISBN-13:
9780273678397
Publisher:
Financial Times Prentice Hall

Standard UK Delivery (£3.95 per order)

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About this item

Comprehensive and extremely readable, Global Marketing: a decision-oriented approach provides an analytic decision-oriented framework to help students and practitioners alike to develop and implement successful global marketing programmes. After reading this book, you will feel confident in analyzing, selecting and evaluating the appropriate conceptual frameworks with which to approach the five main management decisions of the global marketing process - 1) whether to internationalize; 2) deciding which markets to enter; 3) determing how to enter the foreign market; 4) designing the global marketing programme; and 5) implementing and coordinating the global marketing programme. Special coverage; new perspectives!In addition to special coverage on SMEs as global marketing players, buyer-seller relationships, value-chain, market-responsiveness, internet marketing, and up-to-date cases, this book provides new perspectives on: Forces for Global Integration and Market Responsiveness (Chapter 1) Internationalization of SMEs and of services (Chapter 3) Individual Competitiveness and Time-Based Competition (Chapter 4) International Marketing Research (Chapter 5) EMU and the Euro (Chapter 6);[There are] excellent cases and vignettes - [just] the right length and level of detail" Dr. Helen Perks, UMISTVisit www booksites.net/hollensen to access the Global Marketing Companion Website which includes comprehensive teaching and learning resources. Svend Hollensen is an Associate Professor at the University of Southern Denmark. His books include Marketing Management, and International Marketing Research (with Marcus Schmidt), also published with Pearson Education.

Condition:
Used: good
Format:
Paperback
ISBN-10:
0273678396
ISBN-13:
9780273678397
Publisher:
Financial Times Prentice Hall

Delivery & returns

This item will be dispatched to UK addresses via second class post within 2 working days of receipt of your order. Standard UK delivery is Standard UK delivery is £3.95 per order, so you're only charged once no matter how many items you have in your basket. Any additional courier charges will be applied at checkout as they vary depending on delivery address.

This item will be dispatched to UK addresses via second class post within 2 working days of receipt of your order. Standard UK delivery is currently free no matter how many items you have in your basket. Any additional courier charges will be applied at checkout as they vary depending on delivery address.

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