Global marketing: A decision-oriented approach. / Svend Hollensen.
Material type: TextPublisher: England: Prentice Hall, 2007Edition: 4th edDescription: xxxviii, 714p.: ill.; 26.5cmISBN: 9780273706786LOC classification: HF1416.H65Item type | Current location | Home library | Call number | Copy number | Status | Date due | Barcode |
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Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF1416.H65 (Browse shelf) | 1 | Available | 7256/281/13 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF1416.H651 (Browse shelf) | 2 | Available | 7257/282/13 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF1416.H652 (Browse shelf) | 3 | Available | 7258/283/13 |
Include index.
Contents: The decision to internationalize: global marketing in the firm -- initiation of internationalization -- internationalization theories -- development of the firm's international competitiveness -- case studies -- Deciding which markets to enter: global marketing research -- The political and economic environment -- The sociocultural environment -- The international market selection process -- 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 subsupplier -- case studies -- Designing the global marketing programme: product decisions -- pricing decisions and the terms of doing business -- distribution decisions -- communication decisions(promotion strategies) -- case studies -- Implementing and coordinating the global marketing programme: cross-cultural sales negotiations -- organization and control of the global marketing programme -- case studies.
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