TY  - BOOK
AU  - Hollensen,Svend
TI  - Global marketing: a decision-oriented approach 
SN  - 9780273726227 (pbk.)
AV  - HF1416 .H65
U1  - 658.8/4 22
PY  - 2011///
CY  - Harlow, England, New York
PB  - Financial Times Prentice Hall
KW  - Export marketing
KW  - Case studies
N1  - Includes bibliographical references and index; 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
ER  -