Global Marketing

Global Marketing


Yazar Svend Hollensen
Yayınevi Pearson Education
ISBN 9780273773160
Baskı yılı 2013
Sayfa sayısı 840
Ağırlık 1.54 kg
Edisyon 6
Stok durumu Tükendi   

The globalization of companies is the involvement of customers, producers, suppliers, and other stakeholders in the global marketing process. Global marketing therefore reflects the trend of firms selling products and services across many countries. Drawi
Part I THE DECISION WHETHER TO INTERNATIONALIZE 1 Global marketing in the firm 2 Initiation of internationalization 3 Internationalization theories 4 Development of the firms international competitiveness Part II DECIDING WHICH MARKETS TO ENTER 5 Gl