Essentials of global marketing

著者

書誌事項

Essentials of global marketing

Svend Hollensen

Financial Times Prentice Halll, 2008

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注記

"Shortened version of: Global marketing. 4th ed. 2007"--CIP on t.p. verso

Includes bibliographical references and index

内容説明・目次

内容説明

Essentials of Global Marketing' has a clear structure, with a starting point in the SMEs and the five main decisions that SMEs (and larger firms) face in connection with the internationalization process: Part 1: The decision whether to internationalize Part 2: Deciding which markets to enter Part 3: Developing the market entry strategies Part 4: Designing the global marketing programmes Part 5: Implementing and coordination the global marketing programme The book has a 100% global perspective, in delivering cases from all parts of the world to support chapters and parts. The book has the following key characteristics: - Excellent supplements (video cases, video clips, PowerPoints etc.) - Integrates the latest marketing trends - Overview model of the total global marketing planning process in the beginning of the book

目次

1. Global Marketing in the firm 2. Initiation of internationalisation 3. Internationalisation theories 4. Development of the firm's international competitiveness 5. The political and economic environment 6. The sociocultural environment 7. The international market selection process 8. Some approaches to the choice of entry mode 9. Export, intermediate and hierarchical entry modes 10. International buyer-seller relationships 11. Product and pricing decisions 12. Distribution and communication decisions 13. Cross-cultural sales negotiations 14. Organisation and control of the global marketing programme

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