Items related to Essentials of Global Marketing
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
"synopsis" may belong to another edition of this title.
From the Back Cover:
Essentials of Global Marketing offers a concise yet innovative approach to the subject. The accessible structure takes the reader through the entire global marketing process, and fundamental concepts are illuminated by a wide range of companies around the world. Hollensen includes brand new case studies on Nintendo Wii, YouTube and the Apple iPhone to provide cutting edge examples of the theory in the real world.
The book breaks new ground with the quality and extensiveness of its supporting interactive features, which include multiple choice quizzes for every chapter that can be downloaded onto your iPod, and video case studies on internationally recognised companies such as Land Rover and Tata.
"About this title" may belong to another edition of this title.
- PublisherPearson
- Publication date2009
- ISBN 10 0273717847
- ISBN 13 9780273717843
- BindingPaperback
- Number of pages528
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