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Global Marketing: A Decision-Oriented Approach

Global Marketing: A Decision-Oriented Approach

ISBN 9780273726227
Edition 5
Publisher Financial Times Prentice Hall
Author(s)
Publication Date
Overview

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 around the world. 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. 

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