000			01550nam a22002177a 4500
003			OSt
005			20211004124730.0
008			140411b xxu||||| |||| 00| 0 eng d
020			_a9780273756545
040			_cLC
050			_aHF1416.H65
100			_aHollensen,Svend
245			_aEssentials of global marketing./ _cSvend Hollensen
250			_a2nd ed.
260			_aHarlow, England: _bPearson, _c2012.
300			_axxxiv, 524 p.: _bill.
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. Deciding which markets to enter: The Political and economic environment -- The Sociocultural environment -- The International market selection process -- The International market selection process -- Part III. Market entry strategies: Some approaches to the choice of entry mode -- Export, intermediate and hierarchical entry modes -- International buyer-seller relationships -- Part III. Designing the Global marketing programme: Product and pricing decisions -- Distribution and communications decisions -- Part IV. Implementing and coordinating the global marketing programme: Cross-cultural sales negotiations -- Organization and control of the global marketing programme -- _uUse www.pearsoned.co.uk/hollensen to download the Appendix, 'Market research and decision-support system'
650			_aGlobal Marketing.
942			_2lcc _cBK
999			_c7799 _d15299