Global / international marketing

Extensive and complete summary of chapters 1 t/m 19 of the book global marketing by Svend Hollensen (7th edition). Contains a lot of illustrations and notes from lectures. ISBN of book = 9781292100111

This document summarizes Hollensen's book 'Global Marketing' (excluding H5, H7, H13 and H18). This summary is in English. The topics that are offered are the decision to internationalize, deciding which markets to enter, market entry strategies, designing the global marketing program, and implementing and coordinating the global marketing program.

Summary of IMA (briefly)

Comprehensive summary Global Marketing 6th Edition for the course International marketing. You do not have to open the book!

Part 1 summarizes the book global marketing. the 2nd part is ok at stivuia