MARC状态：审校 文献类型：西文图书 浏览次数：76
- 题名/责任者:
- Golbal marketing : a decision-oriented approach / Svend Hollensen = 国际营销 : 以决策为导向的方法 / 斯文德·霍伦森著
- 出版发行项:
- 北京 : 北京大学出版社, 2016.
- ISBN:
- 9787301263624
- 载体形态项:
- xviii, 606 p. : ill. ; 26cm.
- 变异题名:
- 国际营销 以决策为导向的方法
- 丛编说明:
- 营销学精选教材·英文改编版
- 个人责任者:
- Hollensen, Svend.
- 论题主题:
- marketing management.
- 中图法分类号:
- F740.2
- 书目附注:
- Includes index.
- 摘要附注:
- The contents of this book are arranged in order to guide the development of decision-making, but also according to the enterprise marketing personnel in the international marketing process faced by the five major decisions to organize. The whole book is divided into 19 chapters, divided into five parts, each part has a close logical relationship, to provide readers with a formulation and implementation of the international marketing plan decision analysis framework. Show no emptiness in the book theory, replaced by the theory of pragmatic interpretation, supplemented by the selection of a representative case, the real case of the selected book cases were from all over the world, international marketing, case with questions and thinking, to enrich and enhance the reader's knowledge acquisition ability and interactive learning ability.
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