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Book by Hollensen Svend
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Comprehensive and extremely readable, Global Marketing: a decision-oriented approach provides an analytic decision-oriented framework to help students and practitioners alike to develop and implement successful global marketing programmes. After reading this book, you will feel confident in analyzing, selecting and evaluating the appropriate conceptual frameworks with which to approach the five main management decisions of the global marketing process - 1) whether to internationalize; 2) deciding which markets to enter; 3) determing how to enter the foreign market; 4) designing the global marketing programme; and 5) implementing and coordinating the global marketing programme.
Special coverage; new perspectives!
In addition to special coverage on SMEs as global marketing players, buyer-seller relationships, value-chain, market-responsiveness, internet marketing, and up-to-date cases, this book provides new perspectives on:
- Forces for Global Integration and Market Responsiveness (Chapter 1)
- Internationalization of SMEs and of services (Chapter 3)
- Individual Competitiveness and Time-Based Competition (Chapter 4)
- International Marketing Research (Chapter 5)
- EMU and the Euro (Chapter 6)
- International Mobile Marketing (Chapter 14)
- Knowledge Management and Learning Across Borders (Chapter 19)
- Global Account Management (GAM) (Chapter 20)
"[Hollensen] offers a very good mix of examples and illustrations from all regions of the world. [There are] excellent cases and vignettes -- [just] the right length and level of detail" Dr. Helen Perks, UMIST
Visit www.booksites.net/hollensen to access the Global Marketing Companion Website which includes comprehensive teaching and learning resources.
Svend Hollensen is an Associate Professor at the University of Southern Denmark. His books include Marketing Management, and International Marketing Research (with Marcus Schmidt), also published with Pearson Education.
Students and teachers will welcome this addition to the literature. It is an ideal text for undergraduates, being both rigorous and practical.Philip Kotler, J.L. Kellogg Graduate School of Management, Northwestern University, USA. This book provides a truly comprehensive and well-organised approach to global marketing. Its logical decision sequence provides an invaluable aid to both students and practitioners. This book will become a must. Peter Lorange, President of IMD (International Institute for Management Development), Lausanne, Switzerland. Hollensen's approach and presentation appears fresh, clear and appealing to the target audience.I.C.M. van Kooten, Vrije University, Amsterdam, The Netherlands.
Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.
- ÉditeurFinancial Times/ Prentice Hall
- Date d'édition2000
- ISBN 10 0273646443
- ISBN 13 9780273646440
- ReliureBroché
- Numéro d'édition2
- Nombre de pages736
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Global Marketing : A Market-Responsive Approach
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Pearson Education, Limited
(2000)
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ISBN 13 : 9780273646440
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Description du livre Etat : Very Good. Used book that is in excellent condition. May show signs of wear or have minor defects. N° de réf. du vendeur 39107746-6
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Global Marketing: a Market-responsive Approach
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Description du livre Paperback. Etat : Very Good. Global Marketing: a Market-responsive Approach This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. N° de réf. du vendeur 7719-9780273646440
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Global Marketing
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Description du livre Softcover. Etat : Bon. Petite(s) trace(s) de pliure sur la couverture. Légères traces d'usure sur la couverture. Ammareal reverse jusqu'à 15% du prix net de ce livre à des organisations caritatives. ENGLISH DESCRIPTION Book Condition: Used, Good. Slightly creased cover. Slight signs of wear on the cover. Ammareal gives back up to 15% of this book's net price to charity organizations. N° de réf. du vendeur C-824-823
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Global Marketing: a Market-responsive Approach
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ISBN 13 : 9780273646440
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Description du livre Paperback. Etat : Very Good. This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. N° de réf. du vendeur 6545-9780273646440
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Global Marketing : A Market-Responsive Approach
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Description du livre Etat : Good. SHIPS FROM USA. Used books have different signs of use and do not include supplemental materials such as CDs, Dvds, Access Codes, charts or any other extra material. All used books might have various degrees of writing, highliting and wear and tear and possibly be an ex-library with the usual stickers and stamps. Dust Jackets are not guaranteed and when still present, they will have various degrees of tear and damage. All images are Stock Photos, not of the actual item. book. N° de réf. du vendeur 6-0273646443-G
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Global Marketing : A Market-Responsive Approach
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Description du livre Etat : Very Good. Ships from the UK. Used book that is in excellent condition. May show signs of wear or have minor defects. N° de réf. du vendeur 39107746-6
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Global Marketing: A Market-Responsive Approach
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Description du livre Etat : Good. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. In good all round condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,1450grams, ISBN:9780273646440. N° de réf. du vendeur 9558113
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Global Marketing
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Description du livre Etat : Poor. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. Book contains pen & pencil markings. In poor condition, suitable as a reading copy. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,1400grams, ISBN:9780273646440. N° de réf. du vendeur 9482624
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Global Marketing: A Market-Responsive Approach (2nd Edn)
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Financial Times/ Prentice Hall
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Description du livre Etat : Fair. This is an ex-library book and may have the usual library/used-book markings inside.This book has hardback covers. Book contains pencil markings. In fair condition, suitable as a study copy. No dust jacket. Re-bound by library. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,1550grams, ISBN:0273646443. N° de réf. du vendeur 9297586
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Global Marketing: A Market-Responsive Approach (2nd Edn)
Edité par
Financial Times/ Prentice Hall
(2001)
ISBN 10 : 0273646443
ISBN 13 : 9780273646440
Ancien ou d'occasion
Couverture rigide
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Description du livre Etat : Fair. This is an ex-library book and may have the usual library/used-book markings inside.This book has hardback covers. Clean from markings. In fair condition, suitable as a study copy. No dust jacket. Re-bound by library. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,1550grams, ISBN:0273646443. N° de réf. du vendeur 9297584
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