by Svend Hollensen · Pearson Education Limited · tapa blanda · ISBN 9780273706786
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«Global Marketing: A Decision-Oriented Approach» is Svend Hollensen's global marketing textbook (Pearson Education, paperback, 752 pp., English).
Textbook on global marketing from the perspective of the internationalising firm: the decision to enter foreign markets, market selection, entry modes and marketing programme. Includes cases of international companies and topics such as blue ocean strategy, brand piracy and viral marketing.
Fourth edition of the book, published by Pearson Education Limited in April 2007; the cover bears the Prentice Hall imprint.
Aimed at university students and marketing professionals interested in the international expansion of companies.
