Global Marketing résumés

In a global, and ever-changing world, the analysis of the marketing strategy of a global company like IKEA, considered today the biggest retailer of furnishings for the home, becomes pivotal. Aspects such as its internationalization, its vision and mis-sion, the marketing strategy for the different markets, the organizational structure of the company are all aspects that are presented in this paper in order for one to under-stand how a company went from local to global.

Samenvatting van het boek Global Marketing, geschreven door S. Hollensen. De samenvatting is van de 5e druk van het boek, ISBN 9780273706786. Het uittreksel van Global Marketing is geschreven door uitgever StudentsOnly en volledig inhoudelijk gecheckt.