TY  - BOOK
AU  - Hollensen, Svend 
TI  - Marketing planning: a global perspective
SN  - 9780077127138
U1  - 658.802 HOL 
PY  - 2010///
CY  - London
PB  - McGraw-Hill
KW  - Marketing planning
KW  - Marketing strategy
N1  - Includes index
N2  - 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

ER  -