Essentials of Global Marketing

by SvendHollensen (Author)

• Used

  Paperback
  2008

  $3.25

  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 programme

  The 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