000			01499nam a22001697a 4500
008			140602b 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			_aEngland: _bPrentice Hall, _c2007.
300			_axxxviii, 714p.: _bill.; _c26.5cm
500			_aInclude index.
505			_aContents: The decision to internationalize: global marketing in the firm -- initiation of internationalization -- internationalization theories -- development of the firm's international competitiveness -- case studies -- Deciding which markets to enter: global marketing research -- The political and economic environment -- The sociocultural environment -- The international market selection process -- 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 subsupplier -- case studies -- Designing the global marketing programme: product decisions -- pricing decisions and the terms of doing business -- distribution decisions -- communication decisions(promotion strategies) -- case studies -- Implementing and coordinating the global marketing programme: cross-cultural sales negotiations -- organization and control of the global marketing programme -- case studies.
942			_2lcc _cBK
999			_c2930 _d10430