Global Marketing: A Decision-Oriented Approach

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Global Marketing: A Decision-Oriented Approach image
ISBN-10:

0273726226

ISBN-13:

9780273726227

Author(s): Hollensen, Svend
Edition: 5
Released: Jan 01, 2010
Format: Paperback, 876 pages

Description:

The globalization of companies is the involvement of customers, producers, suppliers, and other stakeholders in the global marketing process. Global marketing therefore reflects the trend of firms selling products and services across many countries around the world. Drawing on an incomparable breadth of international examples, Svend Hollensen not only demonstrates how global marketing works, but also how it relates to real decisions around the world.

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