01613nam a22001817a 4500 140411b xxu||||| |||| 00| 0 eng d 9780273706786 HF1416.H65 Hollensen,Svend Global marketing:a decision oriented approach./ Svend Hollensen 4th ed. Harlow, England: Prentice Hall, 2007. xxxviii,714 p.: ill. 26.5cm. 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. Global Marketing. lcc BK 2846 10346 0 0 lcc 0 0 WIUC-1 WIUC-1 CC 2014-04-11 0 HF1416 .H65 819/012/13 2014-04-11 00:00:00 1 2014-04-11 BK