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Print Material
Author Hollensen, Svend.

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

Imprint Harlow : Financial Times Prentice Hall, 2007.


Location Call No. OPAC Message Status
 Axe 2nd Floor Stacks  658.84 H722g 2007    ---  Available
Edition 4th ed.
Description xxxviii, 714 pages : color illustrations, color maps ; 27 cm
text txt rdacontent
unmediated n rdamedia
volume nc rdacarrier
Note Previous edition: 2004.
Bibliography Includes bibliographical references and index.
Summary 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.
Contents Part I. The Decision Whether To Internationalize -- 1. Global marketing in the firm -- 2. Initiation of internalization -- 3. Internationalization theories -- 4. Development of the firm's international competitiveness -- Part II. Deciding Which Markets To Enter -- 5. Global marketing research -- 6. The political and economic environment -- 7. The sociocultural environment -- 8. The international market selection process -- Part III. Market Entry Strategies -- 9. Some approaches to the choice of entry mode -- 10. Export modes -- 11. Intermediate entry modes -- 12. Hierarchical modes -- 13. International sourcing decisions and the role of the subsupplier -- Part IV. Designing the Global Marketing Programme -- 14. Product designs -- 15. Pricing decisions and terms of doing business -- 16. Distribution decisions -- 17. Communication decisions (promotion strategies) -- Part V. Implementing and Coordinating the Global Marketing Programme -- 18. Cross-cultural sales negotiations -- 19. Organization and control of the global marketing programme.
Subject Export marketing.
Export marketing -- Case studies.
Export marketing. (OCoLC)fst00918703
Genre/Form Case studies. (OCoLC)fst01423765
ISBN 9780273706786 (pbk.)
0273706780 (pbk.)

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