Global marketing
Svend Hollensen
Bok · Engelsk · 2020
| Originaltittel | [ Global marketing ]
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|---|---|
| Omfang | xlvii, 757 sider : illustrasjoner
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| Utgave | 8th edition
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| Opplysninger | Preface Acknowledgements Publisher’s acknowledgements Abbreviations About the author Part I The decision whether to internationalize 1 Global marketing in the firm 2 Initiation of internationalization 3 Internationalization theories 4 Development of the firm’s international competitiveness Part I Case studies Part II Deciding which markets to enter 5 Global marketing research 6 The political and economic environment 7 The sociocultural environment 8 The international market selection process Part II Case studies Part III Market entry strategies 9 Some approaches to the choice of entry mode10 Export modes11 Intermediate modes12 Hierarchical modes13 International sourcing decisions and the role of the subsupplier Part III Case studies Part IV Designing the global marketing programme 14 Product decisions 15 Pricing decisions and terms of doing business 16 Distribution decisions 17 Communication decisions (promotion strategies) Part IV Case studies Part V Implementing and coordinating the globalmarketing programme 18 Cross-cultural sales negotiations 19 Organization and control of the global marketing programme Part V Case studies Index. - "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"--
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| Emner | |
| Dewey | |
| ISBN | 1292251808. - 9781292251806
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