Marketing Planning (UK Higher Education Business Management)

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9780077127138: Marketing Planning (UK Higher Education Business Management)

The second edition of "Marketing Planning: A Global Perspective" offers 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. In this new edition, key areas such as Corporate Social Responsibility, Global Account Management, Price Bundling and The EU enlargement have all been factored in making this text completely up to date and relevant.

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About the Author:

Svend Hollensen is an Associate Professor in Marketing at the University of Southern Denmark. He gained practical experience during his job as a marketing co-ordinator in a large Danish multinational enterprise, as well as in his capacity as international marketing manager in a company producing agricultural machinery. In both jobs, he was involved in the development of international marketing plans. Having spent this time in industry he received his PhD from Copenhagen Business School. Svend Hollensen has also worked as a business consultant for several multinational companies, as well as global organizations like the World Bank. Furthermore he is the owner and CEO of the company Hollensen ApS, which performs consulting activities for companies and organizations.

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Book Description McGraw-Hill Education - Europe, United States, 2010. Paperback. Book Condition: New. 2nd edition. Language: English . Brand New Book. The second edition of Marketing Planning: A Global Perspective offers 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. In this new edition key areas such as Corporate Social Responsibility, Global Account Management, Price Bundling and The EU enlargement have all been factored in making this text completely up to date and relevant. Bookseller Inventory # AA39780077127138

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Book Description McGraw-Hill Education - Europe, United States, 2010. Paperback. Book Condition: New. 2nd edition. Language: English . Brand New Book. The second edition of Marketing Planning: A Global Perspective offers 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. In this new edition key areas such as Corporate Social Responsibility, Global Account Management, Price Bundling and The EU enlargement have all been factored in making this text completely up to date and relevant. Bookseller Inventory # AA39780077127138

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Book Description McGraw-Hill Education - Europe. Book Condition: New. Presents a 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. Num Pages: 400 pages. BIC Classification: KJS. Category: (P) Professional & Vocational. Dimension: 246 x 192 x 25. Weight in Grams: 864. . 2010. 2nd Revised edition. Paperback. . . . . Books ship from the US and Ireland. Bookseller Inventory # V9780077127138

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