000 | 01875cam a2200289 a 4500 | ||
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001 | 16124077 | ||
005 | 20210414114239.0 | ||
008 | 100308s2011 enka b 001 0 eng | ||
010 | _a 2010009888 | ||
020 | _a9780273726227 (pbk.) | ||
040 |
_aDLC _cDLC _dDLC |
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042 | _apcc | ||
050 | 0 | 0 |
_aHF1416 _b.H65 |
082 | 0 | 0 |
_a658.8/4 _222 |
100 | 1 | _aHollensen, Svend. | |
245 | 1 | 0 |
_aGlobal marketing : _ba decision-oriented approach / _cSvend Hollensen. |
250 | _a5th ed. | ||
260 |
_aHarlow, England ; _aNew York : _bFinancial Times Prentice Hall, _c2011. |
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300 |
_axliii, 756 p. : _bcol. ill. ; _c27 cm. |
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504 | _aIncludes bibliographical references and index. | ||
505 | _aContents: 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 | ||
650 | 0 | _aExport marketing. | |
650 | 0 |
_aExport marketing _vCase studies. |
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906 |
_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg |
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942 |
_2lcc _cBK |
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999 |
_c3210 _d10710 |