000			02277cam a22003498i 4500
001			21270255
003			OSt
005			20211119134849.0
008			191025s2020 enk b 001 0 eng
010			_a 2019044341
020			_a9781292100111. pbk
040			_aDLC _beng _erda _cLC
042			_apcc
050	0	0	_aHF1416.H65
082	0	0	_a658.8/4 _223
100	1		_aHollensen, Svend,
245	1	0	_aGlobal marketing. / _cSvend Hollensen.
250			_a7th edition.
264		1	_aHarlow, England ; _aNew York: _bPearson, _c2017.
300			_apages cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references and index.
505			_aContent: 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 --
520			_a"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"-- _cProvided by publisher.
650		0	_aExport marketing.
650		0	_aExport marketing _vCase studies.
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2lcc _cBK
999			_c8047 _d15547