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Global Marketing: A decision-oriented approach

3.74 ( 34 Ratings by Goodreads)
Global Marketing: A decision-oriented approach

Global Marketing: A decision-oriented approach

(Author)
3.74 (34 Ratings by Goodreads)
paperback
Published: 13 May, 2004
Standard worldwide delivery by Thu, June 18 - Tue, June 23
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Description

Comprehensive and user-friendly, Global Marketing: A Decision-Oriented Approach, 3e, by Svend Hollensen, is written from the perspective of the firm competing in international markets. Developed primarily for undergraduate and graduate courses in global/international marketing, this book will also appeal to marketing managers who wish to keep abreast of the most recent developments in the field of global marketing. New to this Edition! Completely updated to lead you into the 21st century, other changes include: *A new section on Forces for Global Integration and Market Responsiveness (Chapter 1) *New coverage (Chapter 3) on Internationalization of SMEs and of services *A new section (Chapter 4) on Individual Competitiveness and Time-Based Competition *New Chapter 5 on International Marketing Research *A new section (Chapter 6) on the EMU and the Euro *A new section (Chapter 14) on International Mobile Marketing *Comprehensive coverage of Knowledge Management and Learning Across Borders (Chapter 19) *More extensive coverage on Global Account Management (GAM) (Chapter 20) 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.
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More Details

Type Book
ISBN13 9780273678397
ISBN10 0273678396
Number Of Pages 760
Item Weight 1408 g
Product Dimensions 195 x 29 x 265 mm
Publisher / Reseller Financial Times/ Prentice Hall
Format paperback
Edition 3
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