Hollensen,Svend
Global marketing:a decision oriented approach./ Svend Hollensen - 4th ed. - Harlow, England: Prentice Hall, 2007. - xxxviii,714 p.: ill. 26.5cm.
Includes index.
Contents: The Decision to internationalize: Global marketing in the firm: Initiation of internationalization: Internationalization theories: Development of the firm's international competitiveness -- Part I: Case studies -- Deciding which markets to enter: Global marketing research: The Political and economic environment: The Sociocultural environment: The International market selection process: The International market selection process -- Part II: Case studies -- Market entry strategies: Some approaches to the choice of entry mode: Export modes -- Intermediate entry modes -- Hierarchical modes -- International sourcing decisions and the role of the sub supplier -- Par III: Case studies -- Designing the Global marketing programme: Product decisions -- Pricing decisions and the terms of doing business -- Distribution decisions -- Communication decisions (promotion strategies) -- Part IV: Case studies -- Implementing and coordinating the global marketing programme: Cross-cultural sales negotiations -- Organization and control of the global marketing programme -- Part V: Case studies.
9780273706786
Global Marketing.
HF1416.H65
Global marketing:a decision oriented approach./ Svend Hollensen - 4th ed. - Harlow, England: Prentice Hall, 2007. - xxxviii,714 p.: ill. 26.5cm.
Includes index.
Contents: The Decision to internationalize: Global marketing in the firm: Initiation of internationalization: Internationalization theories: Development of the firm's international competitiveness -- Part I: Case studies -- Deciding which markets to enter: Global marketing research: The Political and economic environment: The Sociocultural environment: The International market selection process: The International market selection process -- Part II: Case studies -- Market entry strategies: Some approaches to the choice of entry mode: Export modes -- Intermediate entry modes -- Hierarchical modes -- International sourcing decisions and the role of the sub supplier -- Par III: Case studies -- Designing the Global marketing programme: Product decisions -- Pricing decisions and the terms of doing business -- Distribution decisions -- Communication decisions (promotion strategies) -- Part IV: Case studies -- Implementing and coordinating the global marketing programme: Cross-cultural sales negotiations -- Organization and control of the global marketing programme -- Part V: Case studies.
9780273706786
Global Marketing.
HF1416.H65