TY  - BOOK
AU  - Hollensen,Svend
TI  - Essentials of global marketing
SN  - 2110273717845
PY  - 2008///
CY  - Harlow
PB  - Financial Times/Prentice Hall
KW  - Export marketing
KW  - Case studies
KW  - Management and Business Studies
N1  - Shortened version of: Global marketing. 4th ed. 2007. Includes bibliographical references and index
N2  - 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
ER  -