01499nam a22001697a 4500 140602b xxu||||| |||| 00| 0 eng d 9780273706786 HF1416.H65 Hollensen, Svend. Global marketing: A decision-oriented approach. / Svend Hollensen. 4th ed. England: Prentice Hall, 2007. xxxviii, 714p.: ill.; 26.5cm Include index. Contents: 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. lcc BK 2930 10430 0 0 lcc 0 0 WIUC-1 WIUC-1 REF 2014-06-02 0 HF1416.H65 7256/281/13 2014-06-02 00:00:00 1 2014-06-02 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 REF 2014-06-02 0 HF1416.H651 7257/282/13 2014-06-02 00:00:00 2 2014-06-02 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 REF 2014-06-02 0 HF1416.H652 7258/283/13 2014-06-02 00:00:00 3 2014-06-02 BK