a decision-oriented approach Hollensen, Svend. creator text bibliography enk Harlow, England New York Financial Times Prentice Hall 2011 5th ed. monographic eng

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xliii, 756 p. : col. ill. ; 27 cm. Contents: The Decision whether to internationalize: Global marketing in the firm -- Initiation of internationalization -- Internationalization theories -- Development of the firm's international competitiveness -- Deciding which markets to enter: Global marketing research -- The political and economic environment -- The international market selection process -- 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 -- Designing the global marketing programme: Product decisions -- pricing decisions and terms of doing business -- Distribution decisions -- Communication decisions(promotion strategies) -- Implementing and coordinating the global marketing programme: Cross- cultural sales negotiations -- Organization and control of the global marketing programme Svend Hollensen. Includes bibliographical references and index. Export marketing Export marketing Case studies HF1416 .H65 658.8/4 9780273726227 (pbk.) 2010009888 DLC 100308 20210414114239.0 16124077