Книга: Svend Hollensen «Essentials of Global Marketing»
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Серия: "-" 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 strategiesPart 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. Издательство: "Prentice Hall" (2008)
ISBN: 978-0-273-71784-3 |
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