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Global marketing : a decision-oriented approach / Svend Hollensen.

By: Material type: TextTextPublisher: Harlow, England ; New York : Financial Times Prentice Hall, 2011Edition: Fifth editionDescription: xliii, 756 pages : colour illustrations ; 27 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0273726226
  • 9780273726227
Subject(s): DDC classification:
  • 658.84 22
LOC classification:
  • HF1416 .H65 2011
Contents:
The decision whether to internationalize: Global marketing in the firm -- Initiation of internationalization -- Internationalization theories -- Development of the firm's international competitiveness -- Part I Case studies -- Deciding which markets to enter: Global marketing research -- The political and economic environment -- The sociocultural environment -- The international market selection process -- Part II 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 sub-supplier -- Part III Case studies -- Designing the global marketing programme: Product decisions -- Pricing decisions and terms of doing business -- Distribution decisions -- Communication decisions (promotion strategies) -- Part IV Case studies -- Implementing and coordinating the global marketing programme: Cross-cultural sales negotiations -- Organization and control of the global marketing programme -- Part V Case studies.
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Includes bibliographical references and index.

The decision whether to internationalize: Global marketing in the firm -- Initiation of internationalization -- Internationalization theories -- Development of the firm's international competitiveness -- Part I Case studies -- Deciding which markets to enter: Global marketing research -- The political and economic environment -- The sociocultural environment -- The international market selection process -- Part II 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 sub-supplier -- Part III Case studies -- Designing the global marketing programme: Product decisions -- Pricing decisions and terms of doing business -- Distribution decisions -- Communication decisions (promotion strategies) -- Part IV Case studies -- Implementing and coordinating the global marketing programme: Cross-cultural sales negotiations -- Organization and control of the global marketing programme -- Part V Case studies.

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