Hollensen,Svend
Essentials of global marketing./ Svend Hollensen - 2nd ed. - Harlow, England: Pearson, 2012. - xxxiv, 524 p.: ill.
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. Deciding which markets to enter: The Political and economic environment -- The Sociocultural environment -- The International market selection process -- The International market selection process -- Part III. Market entry strategies: Some approaches to the choice of entry mode -- Export, intermediate and hierarchical entry modes -- International buyer-seller relationships -- Part III. Designing the Global marketing programme: Product and pricing decisions -- Distribution and communications decisions -- Part IV. Implementing and coordinating the global marketing programme: Cross-cultural sales negotiations -- Organization and control of the global marketing programme -- Use www.pearsoned.co.uk/hollensen to download the Appendix, 'Market research and decision-support system'
9780273756545
Global Marketing.
HF1416.H65
Essentials of global marketing./ Svend Hollensen - 2nd ed. - Harlow, England: Pearson, 2012. - xxxiv, 524 p.: ill.
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. Deciding which markets to enter: The Political and economic environment -- The Sociocultural environment -- The International market selection process -- The International market selection process -- Part III. Market entry strategies: Some approaches to the choice of entry mode -- Export, intermediate and hierarchical entry modes -- International buyer-seller relationships -- Part III. Designing the Global marketing programme: Product and pricing decisions -- Distribution and communications decisions -- Part IV. Implementing and coordinating the global marketing programme: Cross-cultural sales negotiations -- Organization and control of the global marketing programme -- Use www.pearsoned.co.uk/hollensen to download the Appendix, 'Market research and decision-support system'
9780273756545
Global Marketing.
HF1416.H65