Global Marketing: A Market-Responsive Approach (2nd Edn)
Language: English
Published by Financial Times/ Prentice Hall, 2001
- Hardcover
- Used
Seller: Anybook.com, Lincoln, United KingdomAnybook.com
AbeBooks seller since December 22, 1999
Condition: Used - Fair
£ 3.09
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Add to basketItem description from seller
This is an ex-library book and may have the usual library/used-book markings inside.This book has hardback covers. Clean from markings. In fair condition, suitable as a study copy. No dust jacket. Re-bound by library. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,1550grams, ISBN:0273646443.
Seller Inventory # 9297584
- Title
- Global Marketing: A Market-Responsive Approach (2nd Edn)
- Author
- Hollensen, S
- Publisher
- Financial Times/ Prentice Hall
- Publication year
- 2001
- Condition
- Fair
- Binding
- Hardcover
- Language
- English
- ISBN 10
- 0273646443
- ISBN 13
- 9780273646440
- Edition
- 2nd Edition
- Item weight
- 1,550 grams
- Seller catalogs
- Economics
Critically, it asks the question whether to internationalise at all and looks at deciding which markets to enter and how to enter them. It covers the design, implementation and coordination of a global marketing programme and addresses the problems and issues facing small to medium sized enterprises when looking at international expansion programmes.
"Synopsis" may belong to another edition of this title.
From the Back Cover
is intended to help its readers develop effective and efficient market-responsive global marketing programmes. Developed primarily for use as a textbook on undergraduate and graduate courses in global/international marketing, it is a comprehensive and user-friendly introduction to this important area.
Written from the perspective of the firm competing in international markets, this book will also be of special interest to marketing managers who wish to keep abreast of the most recent developments in the global marketing field. Revised for the twenty-first century, Svend Hollensen has updated his successful book, expanding coverage of the increasingly important role of e-commerce in global marketing.
Key features of the text include-
· Coverage of the opportunities and threats facing small to medium enterprises.
· A market-responsive emphasis with particular regard to buyer-seller relations.
· A decision-making/action-oriented approach, using the value chain as an analytical framework.
New to this edition-
· Comprehensive coverage of new technology- a new chapter on e-commerce strategies with e-commerce concepts integrated throughout the book.
· Case studies at the end of every chapter and part.
· Additional chapter on the socio-cultural environment with increased coverage of ethical issues.
· Expanded glossary of key terms.
· Internet exercises.
· A well-developed supplements package including an Instructor's Manual and a Companion Web Site.
About the author
Svend Hollensen is an Associate Professor at University of Southern Denmark. His career includes experience as an international marketing manager in industry.
"About the title" may belong to another edition of this title.
Anybook.com
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AbeBooks seller since December 22, 1999
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