02277cam a22003498i 4500 21270255 OSt 20211119134849.0 191025s2020 enk b 001 0 eng 2019044341 9781292100111. pbk DLC eng rda LC pcc HF1416.H65 658.8/4 23 Hollensen, Svend, Global marketing. / Svend Hollensen. 7th edition. Harlow, England ; New York: Pearson, 2017. pages cm text txt rdacontent unmediated n rdamedia volume nc rdacarrier Includes bibliographical references and index. Content: 1. Decision whether to internationalize: Global marketing in the firm -- Initiation internationalization -- Internationalization theories -- Development of the firms international competitiveness -- 2. Deciding which market to enter: Global marketing research -- The political and economic environment -- The sociocultural environment -- The international market selection process -- 3. 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 -- 4. Designing the global marketing programme -- Product decision -- Pricing decisions and terms of doing business -- Distribution decisions -- communication decisions (promotion strategies -- 5. Implementing and coordinating the global marketing programme: Cross cultural sales negotiations -- Organization and control of the global marketing programme -- "Globalization is the growing interdependence of national economies - involving primarily customers, producers, suppliers and governments in different markets. Global marketing therefore reflects the trend of firms selling and distributing products and services in many countries around the world"-- Provided by publisher. Export marketing. Export marketing Case studies. 7 cbc orignew 1 ecip 20 y-gencatlg lcc BK 8047 15547 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-06 0 HF1416.H65(7e) K/1442/1442/19 2021-11-19 00:00:00 1 2021-11-19 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2021-11-19 0 HF1416.H651(7e) K/1443/1443/19 2021-11-19 00:00:00 2 2021-11-19 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2021-11-19 0 HF1416.H652(7e) K/1444/1444/19 2021-11-19 00:00:00 3 2021-11-19 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-06 0 HF1416.H653(7e) K/1445/1445/19 2021-11-19 00:00:00 4 2021-11-19 BK