Global marketing:a decision oriented approach./ Svend Hollensen
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TextPublication details: Harlow, England: Prentice Hall, 2007.Edition: 4th edDescription: xxxviii,714 p.: ill. 26.5cmISBN: - 9780273706786
- HF1416.H65
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY CC | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF1416 .H65 (Browse shelf(Opens below)) | 1 | Available | 819/012/13 |
Includes index.
Contents: The Decision to internationalize: Global marketing in the firm: Initiation of internationalization: Internationalization theories: Development of the firm's international competitiveness -- Part I: Case studies -- Deciding which markets to enter: Global marketing research: The Political and economic environment: The Sociocultural environment: The International market selection process: The International market selection process -- Part II: 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 sub supplier -- Par III: Case studies -- Designing the Global marketing programme: Product decisions -- Pricing decisions and the terms of doing business -- Distribution decisions -- Communication decisions (promotion strategies) -- Part IV: Case studies -- Implementing and coordinating the global marketing programme: Cross-cultural sales negotiations -- Organization and control of the global marketing programme -- Part V: Case studies.
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