Global marketing : a decision-oriented approach / Svend Hollensen.
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TextPublication details: Harlow : Financial Times Prentice Hall, 2011Edition: 5th editionDescription: xliii, 756 p. : col. ill., col. portsISBN: 9780273726272 (ebook)Subject(s): Export marketing | Export marketing -- Case studies | Business and Management | Sales & marketing | Multinationals | International businessGenre/Form: Online access: click to view 7 copies Also available in printed form ISBN 9780273726227Summary: 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. The globalization of companies is the involvement of customers, producers, suppliers, and other stakeholders in the global marketing process. Global marketing therefore reflects the trend of firms selling products and services across many countries around the world. Drawing on an incomparable breadth of international examples, Svend Hollensen not only demonstrates how global marketing works, but also how it relates to real decisions around the world.
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Previous ed.: 2007.
Includes bibliographical references and index.
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. The globalization of companies is the involvement of customers, producers, suppliers, and other stakeholders in the global marketing process. Global marketing therefore reflects the trend of firms selling products and services across many countries around the world. Drawing on an incomparable breadth of international examples, Svend Hollensen not only demonstrates how global marketing works, but also how it relates to real decisions around the world.
Also available in printed form ISBN 9780273726227
Electronic reproduction. Askews and Holts. Mode of access: World Wide Web.
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