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Hollensen, S., Global Marketing: A Decision-Oriented Approach, Prentice Hall Europe, Harlow 2010
Summary The growth of international markets creates new opportunities firms and requires the development of appropriate strategies to compete successfully. Global marketing management is a complex task. It necessitates coordinating market oriented activities in many countries with their individual economic, political, social and cultural specificities. Svend Hollensen, Associate Professor of International Marketing at the University of Southern Denmark, tackles this topic by providing an analytical framework for the development and implementation of global marketing programs in his book Global Marketing--A Decision-Oriented Appr...Siehe den Gesamtinhalt dieses Dokumentes
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