Global marketing: a decision-oriented approach

by Hollensen, Svend

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Title Statements

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

Edition Statements

Publication Date:2013.
Edition:Sixth edition

Publication Statements

Publisher(s):Pearson
Place of Publication:Harlow, England
Language:eng
Publication Date:2013.

The Physical Object

Description:1 online resource (pages cm)

Edition Identifiers

oclc:on1280922983
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.