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Hollensen, Svend

GLOBAL MARKETING - 3rd - New Delhi Pearson 2007

Part I: The Decision whether to Internationalize
Global marketing in the firm
Initiation of internationalization
Internationalization theories
Development of the firm’s international competitiveness
Part II: Deciding Which Markets to Enter
Global marketing research
The political and economic environment
The sociocultural environment
The international market selection process
Part III: 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
Part IV: Designing the Global Marketing Programme
Product decisions
Pricing decisions and the terms of doing business
Distribution decisions
Communication decisions (promotion strategies)
Part V: Implementing and Coordinating the Global Marketing Programme
Cross-cultural sales negotiations
Organization and control of the global marketing programme
Global e-marketing

ISBN: 9788131728147

Subjects--Topical Terms:
Global Marketing

Dewey Class. No.: 658.84 HOL-G