Title Statements
- Full title :Global marketing / Svend Hollensen.
Edition Statements
- Publication Date:cop. 2014.
- Edition:6th edition
Publication Statements
- Publisher(s):Pearson Education Ltd
- Place of Publication:Harlow
- Language:eng
- Publication Date:cop. 2014.
The Physical Object
- Description:1 vol. (XLV-792 p.) : : ill. en coul., couv. ill. en coul. ; : 27 cm
Edition Identifiers
- ISBN:9780273773160, 027377316X
- oclc:ocn862987662
- LC Classification:HF1416
- Dewey Decimal:658.8/4
Table of Contents
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.
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