000			01613nam a22001817a 4500
008			140411b xxu||||| |||| 00| 0 eng d
020			_a9780273706786
050			_aHF1416.H65
100			_aHollensen,Svend
245			_aGlobal marketing:a decision oriented approach./ _cSvend Hollensen
250			_a4th ed.
260			_aHarlow, England: _bPrentice Hall, _c2007.
300			_axxxviii,714 p.: _bill. _c26.5cm.
500			_aIncludes index.
505			_aContents: The Decision to internationalize: Global marketing in the firm: Initiation of internationalization: Internationalization theories: Development of the firm's international competitiveness -- Part I: Case studies -- Deciding which markets to enter: Global marketing research: The Political and economic environment: The Sociocultural environment: The International market selection process: The International market selection process -- Part II: Case studies -- 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 -- Par III: Case studies -- Designing the Global marketing programme: Product decisions -- Pricing decisions and the terms of doing business -- Distribution decisions -- Communication decisions (promotion strategies) -- Part IV: Case studies -- Implementing and coordinating the global marketing programme: Cross-cultural sales negotiations -- Organization and control of the global marketing programme -- Part V: Case studies.
650			_aGlobal Marketing.
942			_2lcc _cBK
999			_c2846 _d10346