Essentials of global marketing./ Svend Hollensen
Material type:
TextPublisher: Harlow, England: Pearson, 2012Edition: 2nd edDescription: xxxiv, 524 p.: illISBN: 9780273756545Subject(s): Global MarketingLOC classification: HF1416.H65| Item type | Current location | Home library | Call number | Status | Date due | Barcode |
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Books
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF1416.H65(2e) (Browse shelf) | Available | K/989/989/19 |
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'
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