Global marketing

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Written from the perspective of the firm competing in international markets, this book is developed primarily for undergraduate and graduate courses in global/international marketing. It will also appeal to marketing managers who wish to keep abreast of the most recent developments in the field.

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Title Statements

Full title :Global marketing / Svend Hollensen.

Summary

Edition Statements

Publication Date:2014.
Edition:Sixth edition

Publication Statements

Publisher(s):Pearson
Place of Publication:Harlow, England
Language:eng
Publication Date:2014.

Notes

Includes index.

The Physical Object

Description:xlv, 792 pages ; : 27 cm

Edition Identifiers

ISBN:9780273773160, 027377316X
oclc:ocn855977629
LC Classification:HF1416
Dewey Decimal:658.8/4

Global marketing in the firm -- Initiation of internationalization -- Internationalization theories -- Development of the firm's international competitiveness -- Global marketing research -- The political and economic environment -- The sociocultural environment -- The international market selection process -- Some approaches to the choice of entry mode -- Export modes -- Intermediate entry modes -- Hierarchical modes -- International sourcing decisions and the role of the subsupplier -- Product decisions -- Pricing decisions and terms of doing business -- Distribution decisions -- Communication decisions (promotion strategies) -- Cross-cultural sales negotiations -- Organization and control of the global marketing programme.