International marketing

This document is a summary of the book Global Marketing by Svend Hollensen. This course is given in the third year (final phase block 1) of International Business (& Languages) to Avans University of Applied Sciences.

This document is a summary of International Marketing that is given in the Final Phase Block 1 (third year) of International Business (& Languages) at Avans University of Applied Sciences. It is a summary of the book Global Marketing van Svend Hollensen, part III.

This summary is in English about the book Global Marketing by Svend Hollensen, 7th edition. The document contains a summary on the first part of the book, part I. Third year International Business (& Languages), E-phase block 1, to Avans Hogeschool.

An International Marketing plan for a company to entry the South-Korean market. Discussing the Entry mode decision, country selection (BERI-index) and international marketing.

The entire book of Svend Hollensen in PDF. Essentials of Global Marketing offers a concise and manageable approach to the subject. The accessible structure takes the reader through the entire international marketing planning process, and fundamental concepts are illuminated by examples from a wide range of companies, small and large, from around the world.