Normal view MARC view ISBD view

Hollensen, Svend.

Global marketing : a decision-oriented approach / Svend Hollensen. - 5th ed. - Harlow, England ; New York : Financial Times Prentice Hall, 2011. - xliii, 756 p. : col. ill. ; 27 cm.

Includes bibliographical references and index.

Contents: The Decision whether to internationalize: Global marketing in the firm -- Initiation of internationalization -- Internationalization theories -- Development of the firm's international competitiveness -- Deciding which markets to enter: Global marketing research -- The political and economic environment -- The international market selection process -- 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 -- Designing the global marketing programme: Product decisions -- pricing decisions and terms of doing business -- Distribution decisions -- Communication decisions(promotion strategies) -- Implementing and coordinating the global marketing programme: Cross- cultural sales negotiations -- Organization and control of the global marketing programme

ISBN: 9780273726227 (pbk.)

LCCN: 2010009888

Subjects--Topical Terms:
Export marketing.
Export marketing--Case studies.

LC Class. No.: HF1416 / .H65

Dewey Class. No.: 658.8/4