TY  - BOOK
AU  - Hollensen,Svend
TI  - Global marketing
SN  - 9780273773160
AV  - HF1416 .H65 2013
U1  - 658.8/4 23
PY  - 2013///
CY  - Harlow, England
PB  - Pearson
KW  - Export marketing
KW  - Case studies
N1  - 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
ER  -