Hollensen,Svend <br/><br/>
Global marketing:a decision oriented approach./ 
Svend Hollensen 
 - 4th ed. 
 - Harlow, England:  Prentice Hall,  2007. 
 - xxxviii,714 p.:  ill.  26.5cm. 
<br/><br/> Includes index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>9780273706786 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Global Marketing.
<br/><br/><label>LC Class. No.: </label>HF1416.H65