a global perspective Hollensen, Svend creator text London McGraw-Hill c2010 2 ed. monographic xxiii, 430p.: ill.; 24cm. The primary aim of this book is to offer students a concise, modern and well-structured introduction to marketing planning. Suitable for modules in Marketing Planning and International Marketing Planning, the book is designed for students at levels 2 and 3 of their marketing degree. The book is characterized by a unique global perspective on the subject of marketing planning, which offers a modern approach to reflect the needs of organizations to deal with customers on a global basis and adapt their marketing plans to the different markets and countries in which their customers operate Svend Hollensen Includes index eng. Marketing planning Marketing strategy 658.802 HOL 9780077127138 MCCL 20251010060856.0 eng.