TY  - BOOK
AU  - Hollensen,Svend
TI  - Essentials of global marketing.
SN  - 9780273756545
AV  - HF1416.H65 
PY  - 2012///
CY  - Harlow, England
PB  - Pearson
KW  - Global Marketing
N1  - 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'
ER  -