Essentials of global marketing /
By: Hollensen, Svend
Material type:
BookPublisher: Harlow : Financial Times/Prentice Hall, 2008.Description: xxviii, 494 p. : col. ill., facsims., 1 map, ports ; 27 cm.ISBN: 2110273717845Other title: Global marketing.Subject(s): Export marketing | Export marketing -- Case studies | Management and Business Studies| Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
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| REGULAR | University of Wollongong in Dubai Main Collection | 658.84 HO ES (Browse shelf) | Available | T0040805 |
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| 658.84 GR GL Global marketing | 658.84 HA PR Principles of internet marketing / | 658.84 HA PR Principles of internet marketing / | 658.84 HO ES Essentials of global marketing / | 658.84 HO GL Global marketing : a decision-oriented approach / | 658.84 HO GL Global marketing : a decision-oriented approach / | 658.84 HO GL Global marketing |
Shortened version of: Global marketing. 4th ed. 2007. Includes bibliographical references and index.
Essentials of Global Marketing' has a clear structure, with a starting point in the SMEs and the five main decisions that SMEs (and larger firms) face in connection with the internationalization process:Part 1: The decision whether to internationalize Part 2: Deciding which markets to enter Part 3: Developing the market entry strategies Part 4: Designing the global marketing programmes Part 5: Implementing and coordination the global marketing programmeThe book has a 100% global perspective, in delivering cases from all parts of the world to support chapters and parts. The book has the following key characteristics: - Excellent supplements (video cases, video clips, PowerPoints etc.) - Integrates the latest marketing trends - Overview model of the total global marketing planning process in the beginning of the book.