Hollensen, Svend <br/><br/>
Global marketing: a decision oriented approach 

 - 4th 
 - New Delhi  Pearson India Education Services Pvt. Ltd.  2022 
 - xxxix, 752 p. 
<br/><br/>Table of content<br/><br/>Part I: The Decision whether to Internationalize<br/>Global marketing in the firm<br/>Initiation of internationalization<br/>Internationalization theories<br/>Development of the firm’s international competitiveness<br/><br/>Part II: Deciding Which Markets to Enter<br/>Global marketing research<br/>The political and economic environment<br/>The sociocultural environment<br/>The international market selection process<br/><br/>Part III: Market Entry Strategies<br/>Some approaches to the choice of entry mode<br/>Export modes<br/>Intermediate entry modes<br/>Hierarchical modes<br/>International sourcing decisions and the role of the subsupplier<br/><br/>Part IV: Designing the Global Marketing Programme<br/>Product decisions<br/>Pricing decisions and the terms of doing business<br/>Distribution decisions<br/>Communication decisions (promotion strategies)<br/><br/>Part V: Implementing and Coordinating the Global Marketing Programme<br/>Cross-cultural sales negotiations<br/>Organization and control of the global marketing programme<br/>Global e-marketing 
<br/><br/> Drawing on an incomparable breadth of international examples, Global Marketing not only demonstrates how global marketing works, but also how it relates to real decisions around the world. Written from the perspective of firms competing in international markets, irrespective of their country of origin, this book provides a complete and concentrated overview of the total international planning process. 
<br/><br/><label>ISBN: </label>9788131728147 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Global marketing
<br/><br/><label>Dewey Class. No.: </label>658.848  / HOL