TY  - BOOK
AU  - Hollensen, Svend.
TI  - Global marketing: A decision-oriented approach.
SN  - 9780273706786
AV  - HF1416.H65 
PY  - 2007///
CY  - England
PB  - Prentice Hall
N1  - 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.
ER  -