Global Marketing. (2020)

• Record Type: Book
• Further Information: Note: Svend Hollensen.
• Authors: Hollensen, Svend
• Contents: Part I: The decision whether to internationalize 1 Global marketing in the firm 2 Initiation of internationalization 3 Internationalization theories 4 Development of the firm's international competitiveness Part I Case studies 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 II Case studies Part III: Market entry strategies 9 Some approaches to the choice of entry mode 10 Export modes 11 Intermediate modes 12 Hierarchical modes 13 International sourcing decisions and the role of the subsupplier Part III Case studies Part IV: Designing the global marketing programme 14 Product decisions 15 Pricing decisions and terms of doing business 16 Distribution decisions 17 Communication decisions (promotion strategies) Part IV Case studies Part V: Implementing and coordinating the global marketing programme 18 Cross-cultural sales negotiations 19 Organization and control of the global marketing programme Part V Case studies.
• Edition: Eighth edition
• Publisher Details: Harlow : Pearson Education
• Publication Date: 2020
• Copyright Date: 2020
• Extent: 1 online resource
• Subjects: Multinationals; Sales & marketing
• Languages: English
• ISBNs: 9781292251820; 1292251824
• Related ISBNs: 9781292251806
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.