Global marketing : a decision-oriented approach /
Svend Hollensen.
- 3rd ed.
- Harlow, England : Financial Times ; Prentice Hall, 2004.
- xxxix, 717 p. : col. ill. ; 27 cm.
Includes bibliographical references and index.
1. The decision whether to internationalize - 2. Deciding which markets to enter - 3. Market entry strategies - 4. Designing the global marketing programme - 5. Implementing and coordinating the global marketing programme.