Essentials of global marketing./ Svend Hollensen

By:

Hollensen,Svend

Material type:

TextPublication details: Harlow, England: Pearson, 2012.Edition: 2nd edDescription: xxxiv, 524 p.: illISBN:

9780273756545

Subject(s):

Global Marketing

LOC classification:

HF1416.H65

Contents:

Contents: The Decision to internationalize: Global marketing in the firm -- Initiation of internationalization -- Internationalization theories -- Development of the firm's international competitiveness -- Part I. Deciding which markets to enter: The Political and economic environment -- The Sociocultural environment -- The International market selection process -- The International market selection process -- Part III. Market entry strategies: Some approaches to the choice of entry mode -- Export, intermediate and hierarchical entry modes -- International buyer-seller relationships -- Part III. Designing the Global marketing programme: Product and pricing decisions -- Distribution and communications decisions -- Part IV. Implementing and coordinating the global marketing programme: Cross-cultural sales negotiations -- Organization and control of the global marketing programme -- Use www.pearsoned.co.uk/hollensen to download the Appendix, 'Market research and decision-support system'

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Holdings
Cover image	Item type	Current library	Home library	Collection	Shelving location	Call number	Materials specified	Vol info	URL	Copy number	Status	Notes	Date due	Barcode	Item holds	Item hold queue priority	Course reserves
	Books	WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks	WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY			HF1416.H65(2e) (Browse shelf(Opens below))					Available			K/989/989/19

Includes index.

Use www.pearsoned.co.uk/hollensen to download the Appendix, 'Market research and decision-support system'

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Essentials of global marketing./ Svend Hollensen

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