000			01609cam a2200241u 4500
007			ta
008			101227s2008 ||||||||||||||||||||eng|u
020			_a2110273717845
100	1		_aHollensen, Svend.
245	1	0	_aEssentials of global marketing / _cSvend Hollensen.
246			_aGlobal marketing
260			_aHarlow : _bFinancial Times/Prentice Hall, _c2008.
300			_axxviii, 494 p. : _bcol. ill., facsims., 1 map, ports ; _c27 cm.
500			_aShortened version of: Global marketing. 4th ed. 2007. Includes bibliographical references and index.
520			_aEssentials 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.
650	1	4	_aExport marketing.
650	1	4	_aExport marketing _vCase studies.
650		4	_aManagement and Business Studies.
005			20170126095243.0
001			33235
003			UOWD
942			_cREGULAR
999			_c15169 _d15169