01447nam a22001457a 4500008004100000020001800041050001500059100002200074245007200096250001200168260003600180300003500216500001900251505103100270140602b        xxu||||| |||| 00| 0 eng d  a9780273706786  aHF1416.H65  aHollensen, Svend.  aGlobal marketing: A decision-oriented approach. /cSvend Hollensen.  a4th ed.  aEngland:bPrentice Hall,c2007.  axxxviii, 714p.:bill.;c26.5cm  aInclude index.  aContents: The decision to internationalize: global marketing  in the firm -- initiation of internationalization -- internationalization theories -- development of the firm's international competitiveness -- case studies -- Deciding which markets to enter: global marketing research -- The political and economic environment -- The sociocultural environment -- The international market selection process -- 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 subsupplier -- case studies -- Designing the global marketing programme: product decisions -- pricing decisions and the terms of doing business -- distribution decisions -- communication decisions(promotion strategies) -- case studies -- Implementing and coordinating the global marketing programme: cross-cultural sales negotiations -- organization and control of the global marketing programme -- case studies.