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003 | OSt | ||
005 | 20211004124730.0 | ||
008 | 140411b xxu||||| |||| 00| 0 eng d | ||
020 | _a9780273756545 | ||
040 | _cLC | ||
050 | _aHF1416.H65 | ||
100 | _aHollensen,Svend | ||
245 |
_aEssentials of global marketing./ _cSvend Hollensen |
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250 | _a2nd ed. | ||
260 |
_aHarlow, England: _bPearson, _c2012. |
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300 |
_axxxiv, 524 p.: _bill. |
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500 | _aIncludes index. | ||
505 |
_aContents: 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 -- _uUse www.pearsoned.co.uk/hollensen to download the Appendix, 'Market research and decision-support system' |
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650 | _aGlobal Marketing. | ||
942 |
_2lcc _cBK |
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999 |
_c7799 _d15299 |