Essentials of Global Marketing

Essentials of Global Marketing

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qEssentials of Global Marketingq offers a concise yet innovative approach to the subject. The accessible structure takes the reader through the entire global marketing process, and fundamental concepts are illuminated by a wide range of companies around the world. Hollensen includes brand new case studies on Nintendo Wii, YouTube and the Apple iPhone to provide cutting edge examples of the theory in the real world. The book breaks new ground with the quality and extensiveness of its supporting interactive features, which include multiple choice quizzes for every chapter that can be downloaded onto your iPod, and video case studies on internationally recognised companies such as Land Rover and Tata.In 2002 the Electrolux Group had a total sales of a‚n14, 500 million, of which a‚n800 million was left for operating profit. ... M/e/e Miele ( is a German-based, family-run company, which produces a range of premium household appliances ... The company began producing washing machines in 1900, with vacuum cleaners and dishwashers added to the product portfolio in the 1920s.

Title:Essentials of Global Marketing
Author: Svend Hollensen
Publisher:Pearson Education - 2008

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