by Svend Hollensen · Pearson Education Limited · tapa blanda · ISBN 9780273678397
VAT included
Hamelyn quality guarantee · checked and verified, or your money back
«Global Marketing: A Decision-oriented Approach» is Svend Hollensen's global marketing textbook, in paperback, published by Pearson Education Limited.
It addresses global marketing from the perspective of the company competing in international markets and organises the content around five major management decisions. It includes case studies of brands such as IKEA, Philips, Nokia, Guinness and Cereal Partners Worldwide, as well as topics such as blue ocean, celebrity branding and viral marketing.
Third edition, published on 13 May 2004. A 760-page work in English, within the business and economics area.
Intended for undergraduate and postgraduate students of international marketing, as well as marketing professionals.
