Hollensen,Svend creator text xxu Harlow, England Pearson 2012 2nd ed. monographic eng

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xxxiv, 524 p.: ill. 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 -- Svend Hollensen Includes index. Global Marketing HF1416.H65 9780273756545 140411 20211004124730.0