Svend Hollensen - Global Marketing: A Decision-Oriented Approach

Comprehensive and extremely readable, Global Marketing: a decision-oriented approach provides an analytic decision-oriented framework to help students and practitioners alike to develop and implement successful global marketing programmes. After reading this book, you will feel confident in analyzing, selecting and evaluating the appropriate conceptual frameworks with which to approach the five main management decisions of the global marketing process - 1) whether to internationalize; 2) deciding which markets to enter; 3) determing how to enter the foreign market; 4) designing the global marketing programme; and 5) implementing and coordinating the global marketing programme. Special coverage; new perspectives!In addition to special coverage on SMEs as global marketing players, buyer-seller relationships, value-chain, market-responsiveness, internet marketing, and up-to-date cases, this book provides new perspectives on:Forces for Global Integra