Global marketing /
Hollensen, Svend
Global marketing / Svend Hollensen, Madhumita Banerjee - 4th edition. - Manipal : Pearson , 2009. - xxxviii, 739 pages : Illustrations; 26 cm.
Include reference index.
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 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 III: Market entry strategies -- 9.Some approaches to the choice of entry mode -- 10.Export modes -- 11.Intermediate entry modes -- 12.Hierarchical modes -- 13.International sourcing decisions and the role of the subsupplier -- Part IV: Designing the global marketing Programme -- 14.Product and service decisions -- 15.Pricing decisions and the terms of doing business -- 16.Distribution decisions -- 17.Communication decisions (promotion strategies) -- Part V: Implementing and coordinating the global marketing programme -- 18.Cross-cultural sales negotiations -- 19.Organization and control of the global marketing programme -- 20.Global e-marketing.
9788131728147
International marketing.
Marketing management.
658.84 / HOL
Global marketing / Svend Hollensen, Madhumita Banerjee - 4th edition. - Manipal : Pearson , 2009. - xxxviii, 739 pages : Illustrations; 26 cm.
Include reference index.
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 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 III: Market entry strategies -- 9.Some approaches to the choice of entry mode -- 10.Export modes -- 11.Intermediate entry modes -- 12.Hierarchical modes -- 13.International sourcing decisions and the role of the subsupplier -- Part IV: Designing the global marketing Programme -- 14.Product and service decisions -- 15.Pricing decisions and the terms of doing business -- 16.Distribution decisions -- 17.Communication decisions (promotion strategies) -- Part V: Implementing and coordinating the global marketing programme -- 18.Cross-cultural sales negotiations -- 19.Organization and control of the global marketing programme -- 20.Global e-marketing.
9788131728147
International marketing.
Marketing management.
658.84 / HOL
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