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- Phân loại: 658.8
- Tác giả: Svend Hollensen
- Thông tin XB: England: Pearson, 2012
- Mô tả vật lý: xxxiv, 524 p.: illustrations, 27 cm.
- Tóm tắt: Essentials of Global Marketing (2nd Edition) offers a concise and manageable approach to the complexities of international marketing planning. The book is structured around five key decisions: the decision to internationalize, market selection, entry strategies, marketing mix design, and program implementation. It specifically highlights the challenges faced by small and medium-sized enterprises (SMEs) while providing global perspectives through diverse case studies from companies like Amazon, Zara, ...
- Từ khóa: Global Marketing; Internationalization; Market Entry Strategy; Export Marketing
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