Hollensen, Svend creator text bibliography enk 2020 7th edition. monographic eng

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pages cm "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"-- 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 -- Svend Hollensen. Includes bibliographical references and index. Export marketing Export marketing Case studies HF1416.H65 658.8/4 9781292100111. pbk 2019044341 DLC 191025 20211119134849.0 21270255 eng