TY  - BOOK
AU  - Hollensen, Svend 
TI  - GLOBAL MARKETING
SN  - 9788131728147
U1  - 658.84 HOL-G 
PY  - 2007///
CY  - New Delhi
PB  - Pearson
KW  - Global Marketing
N1  - 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
UR  - https://books.google.co.in/books?id=i2_gf61DwlAC&printsec=frontcover&dq=global+marketing+by+hollensen&hl=en&sa=X&ved=0ahUKEwiijs2G7O3kAhXMp48KHfyABWQQ6AEIRjAF#v=onepage&q=global%20marketing%20by%20hollensen&f=false
ER  -