Hollensen, Svend. <br/><br/>
Essentials of global marketing / 
 Global marketing 
Svend Hollensen. 
 - Harlow :  Financial Times/Prentice Hall,  2008. 
 - xxviii, 494 p. :  col. ill., facsims., 1 map, ports ;  27 cm. 
<br/><br/> Shortened version of: Global marketing. 4th ed. 2007. Includes bibliographical references and index. 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>2110273717845 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Export marketing.<br/>Export marketing--Case studies.<br/>Management and Business Studies.