Essentials of global marketing
Hollensen, Svend2012
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This work offers a concise and manageable approach to global marketing. The accessible structure takes the reader through the entire international marketing planning process, and fundamental concepts are illuminated by examples from a wide range of companies, small and large, from around the world.
Main title:
Essentials of global marketing / Svend Hollensen.
Author:
Edition:
2nd ed.
Imprint:
Harlow : Pearson, 2012.
Collation:
xxxiv, 524 p. : col. ill., col. ports. ; 27 cm.
Notes:
Previous ed.: 2008.Includes bibliographical references and index.
ISBN:
9780273756545 (pbk)
Dewey class:
658.84658.84
Language:
English
BRN:
1195274