000			01875cam a2200289 a 4500
001			16124077
005			20210414114239.0
008			100308s2011 enka b 001 0 eng
010			_a 2010009888
020			_a9780273726227 (pbk.)
040			_aDLC _cDLC _dDLC
042			_apcc
050	0	0	_aHF1416 _b.H65
082	0	0	_a658.8/4 _222
100	1		_aHollensen, Svend.
245	1	0	_aGlobal marketing : _ba decision-oriented approach / _cSvend Hollensen.
250			_a5th ed.
260			_aHarlow, England ; _aNew York : _bFinancial Times Prentice Hall, _c2011.
300			_axliii, 756 p. : _bcol. ill. ; _c27 cm.
504			_aIncludes bibliographical references and index.
505			_aContents: The Decision whether to internationalize: Global marketing in the firm -- Initiation of internationalization -- Internationalization theories -- Development of the firm's international competitiveness -- Deciding which markets to enter: Global marketing research -- The political and economic environment -- The international market selection process -- 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 -- Designing the global marketing programme: Product decisions -- pricing decisions and terms of doing business -- Distribution decisions -- Communication decisions(promotion strategies) -- Implementing and coordinating the global marketing programme: Cross- cultural sales negotiations -- Organization and control of the global marketing programme
650		0	_aExport marketing.
650		0	_aExport marketing _vCase studies.
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2lcc _cBK
999			_c3210 _d10710