Description
Students and teachers will welcome this addition to the literature. It is an ideal text for undergraduates, being both rigorous and practical.Philip Kotler, J.L. Kellogg Graduate School of Management, Northwestern University, USA. This book provides a truly comprehensive and well-organised approach to global marketing. Its logical decision sequence provides an invaluable aid to both students and practitioners. This book will become a must. Peter Lorange, President of IMD (International Institute for Management Development), Lausanne, Switzerland. Hollensen's approach and presentation appears fresh, clear and appealing to the target audience.I.C.M. van Kooten, Vrije University, Amsterdam, The Netherlands.
--Ce texte fait référence à une édition épuisée ou non disponible de ce titre.
Présentation de l'éditeur
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.
