The primary aim of this book is to offer students a concise, modern and well-structured introduction to marketing planning. Suitable for modules in Marketing Planning and International Marketing Planning, the book is designed for students at levels 2 and 3 of their marketing degree. The book is characterized by a unique global perspective on the subject of marketing planning, which offers a modern approach to reflect the needs of organizations to deal with customers on a global basis and adapt their marketing plans to the different markets and countries in which their customers operate.
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Svend Hollensen is an Associate Professor in Marketing at the University of Southern Denmark. He has practical experience from a job as a Marketing Coordinator in a large Danish multinational enterprise, as well as from his position as International Marketing Manager in a company producing agricultural machinery. In both jobs he worked with the development of international marketing plans in practice. After working in industry he received his Ph.D. in 1992 from Copenhagen Business School.
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Book Description McGraw Hill Higher Education, 2005. Paperback. Book Condition: New. Bookseller Inventory # DADAX0077104188