Global Marketing A Decision-Oriented Approach

Name: Global Marketing A Decision-Oriented Approach
Price: 12.0 USD
Availability: InStock
ISBN: 9780273706786

ISBN-10: 0273706780

ISBN-13: 9780273706786

Edition: 4th 2007 (Revised)

Authors: Svend Hollensen

List price: $196.00

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Book details

List price: $196.00
Edition: 4th
Copyright year: 2007
Publisher: Prentice Hall PTR
Publication date: 5/25/2007
Binding: Paperback
Pages: 752
Size: 7.25" wide x 10.00" long x 1.25" tall
Weight: 3.036
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


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