Essentials of Global Marketing

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Essentials of Global Marketing image
ISBN-10:

0273717847

ISBN-13:

9780273717843

Author(s): Hollensen, Svend
Released: Jan 01, 2009
Publisher: Pearson
Format: Paperback, 528 pages

Description:

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

Features

The new book contains brand new cases like:

Nintendo Wii
YouTube
Apple iPhone
Tata Nano (the World's cheapest car)
Electrolux
Land Rover

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