Global marketing : a decision-oriented approach

著者

書誌事項

Global marketing : a decision-oriented approach

Svend Hollensen

Financial Times Prentice Hall, 2011

5th ed

  • : pbk

大学図書館所蔵 件 / 全3件

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注記

Includes bibliographical references and index

内容説明・目次

内容説明

The globalization of companies is the involvement of customers, producers, suppliers, and other stakeholders in the global marketing process. Global marketing therefore reflects the trend of firms selling products and services across many countries around the world. Drawing on an incomparable breadth of international examples, Svend Hollensen not only demonstrates how global marketing works, but also how it relates to real decisions around the world.

目次

Part 1 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 2 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 3 MARKET ENTRY STRATEGIES 9 Some approaches to the choice of entry mode 10 Export modes 11 Intermediate entry modes 12 Hierarchical modes 13 International sourcing decisions and the role of the sub-supplier Part 4 DESIGNING THE GLOBAL MARKETING PROGRAMME 14 Product decisions 15 Pricing decisions and the terms of doing business 16 Distribution decisions 17 Communication decisions (promotion strategies) Part 5 IMPLEMENTING AND COORDINATING THE GLOBAL MARKETING PROGRAMME 18 Cross-cultural sales negotiations 19 Organization and control of the global marketing programme

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