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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."synopsis" may belong to another edition of this title.
About the Author:
Svend Hollensen is an Associate Professor in Marketing at the University of Southern Denmark
"About this title" may belong to another edition of this title.
- PublisherMcGraw Hill / Europe, Middle East & Africa
- Publication date2010
- ISBN 10 0077127137
- ISBN 13 9780077127138
- BindingPaperback
- Edition number2
- Number of pages400
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Book Description Paperback. Condition: Very Good. This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. Seller Inventory # 6545-9780077127138
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Marketing Planning : A Global Perspective
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