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Bestandsnummer des Verk�ufers mon0000356761

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Bibliografische Details

Titel

Global Marketing: A Decision-Oriented Approach

Verlag

Financial Times/ Prentice Hall

Erscheinungsjahr

2007

Sprache

Englisch

ISBN-10

0273706780

ISBN-13

9780273706786

Einband

Paperback

Auflage

4. Auflage

Zustand

Used; Good

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Inhaltsangabe

Drawing on an incomparable breadth of international examples, Svend Hollensen not only demonstrates how global marketing works, but also how it relates to real decisions around the world.

Extensive coverage of hot topics such as blue ocean strategy; celebrity branding; brand piracy; and viral marketing.

Brand new case studies focus on globally recognised brands and companies operating in a number of countries, including IKEA, Philips, Nokia, Guinness and Cereal Partners Worldwide.
All new video cases accompany every chapter and are available at www.pearsoned.co.uk/hollensen, featuring such firms as Nike, Starbucks, BMW, Ford and McDonalds.

Rese�a del editor

Drawing on an incomparable breadth of international examples, Svend Hollensen not only demonstrates how global marketing works, but also how it relates to real decisions around the world. Extensive coverage of hot topics such as blue ocean strategy; celebrity branding; brand piracy; and viral marketing. * Brand new case studies focus on globally recognised brands and companies operating in a number of countries, including IKEA, Philips, Nokia, Guinness and Cereal Partners Worldwide. * All new video cases accompany every chapter and are available at www.pearsoned.co.uk/hollensen, featuring such firms as Nike, Starbucks, BMW, Ford and McDonalds.

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