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Global Marketing A Decision-Oriented Approach

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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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