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California State University, San Marcos - Fall 2012 | ||
Section 01 | ||
 | Essentials of Global Marketing (1st Edition) by Svend Hollensen Paperback, 528 Pages, Published 2008 ISBN-10: 0-273-71784-7 / 0273717847 ISBN-13: 978-0-273-71784-3 / 9780273717843 Essentials of Global Marketing' has a clear structure, with a starting point in the SMEs and the five main decisions that SMEs (and larger firms) face in connection with the internationalization process: Part 1: The decision whether to internationalize Part 2: Deciding which markets to enter Part | |