Global Marketing A Decision-Oriented Approach

Name: Global Marketing A Decision-Oriented Approach
Availability: OutOfStock
ISBN: 9780273678397

ISBN-10: 0273678396

ISBN-13: 9780273678397

Edition: 3rd 2004 (Revised)

Authors: Svend Hollensen

List price: $86.60

30 day, 100% satisfaction guarantee!

Out of stock

We're sorry. This item is currently unavailable.

what's this?

Rush Rewards U
Members Receive:

You have reached 400 XP and carrot coins. That is the daily max!

Description:

Comprehensive and user-friendly, Global Marketing: A Decision-Oriented Approach, 3e , by Svend Hollensen, is written from the perspective of the firm competing in international markets. Developed primarily for undergraduate and graduate courses in global/international marketing, this book will also appeal to marketing managers who wish to keep abreast of the most recent developments in the field of global marketing. New to this Edition! Completely updated to lead you into the 21st century, other changes include: - A new section on Forces for Global Integration and Market Responsiveness (Chapter 1)- New coverage (Chapter 3) on Internationalization of SMEs and of services- A new…

Book details

List price: $86.60
Edition: 3rd
Copyright year: 2004
Publisher: Prentice Hall PTR
Publication date: 7/13/2004
Binding: Paperback
Pages: 760
Size: 7.64" wide x 10.35" long x 1.18" tall
Weight: 3.124
Language: English



Preface to the fourth edition


Guided tour of the book


Acknowledgements


Publisher's acknowledgements


Abbreviations


E-marketing terminology


About the author



The Decision Whether to Internationalize



Global marketing in the firm



Initiation of internalization



Internationalization theories



Development of the firm's international competitiveness



Case studies



Deciding Which Markets to Enter



Global marketing research



The political and economic environment



The sociocultural environment



The international market selection process



Case studies



Market Entry Strategies



Some approaches to the choice of entry mode



Export modes



Intermediate entry modes



Hierarchical modes



International sourcing decisions and the role of the subsupplier



Case studies



Designing the Global Marketing Programme



Product designs



Pricing decisions and terms of doing business



Distribution decisions



Communication decisions (promotion strategies)



Case studies



Implementing and Coordinating the Global Marketing Programme



Cross-cultural sales negotiations



Organization and control of the global marketing programme





Index


Exclusive to The Web



Global e-marketing