01550nam a22002177a 4500 OSt 20211004124730.0 140411b xxu||||| |||| 00| 0 eng d 9780273756545 LC HF1416.H65 Hollensen,Svend Essentials of global marketing./ Svend Hollensen 2nd ed. Harlow, England: Pearson, 2012. xxxiv, 524 p.: ill. Includes index. Contents: The Decision to internationalize: Global marketing in the firm -- Initiation of internationalization -- Internationalization theories -- Development of the firm's international competitiveness -- Part I. Deciding which markets to enter: The Political and economic environment -- The Sociocultural environment -- The International market selection process -- The International market selection process -- Part III. Market entry strategies: Some approaches to the choice of entry mode -- Export, intermediate and hierarchical entry modes -- International buyer-seller relationships -- Part III. Designing the Global marketing programme: Product and pricing decisions -- Distribution and communications decisions -- Part IV. Implementing and coordinating the global marketing programme: Cross-cultural sales negotiations -- Organization and control of the global marketing programme -- Use www.pearsoned.co.uk/hollensen to download the Appendix, 'Market research and decision-support system' Global Marketing. lcc BK 7799 15299 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-10-30 STM HF1416.H65(2e) K/989/989/19 2021-10-04 00:00:00 2021-10-04 BK