Global marketing

著者

• Hollensen, Svend

書誌事項

Global marketing

Svend Hollensen

Pearson, 2014

6th ed

注記

Contents: 1. Global marketing in the firm -- 2. Initiation of internationalization -- 3. Internationalization theories -- 4. Development of the firm's international competitiveness -- 5. Global marketing research -- 6. The political and economic environment -- 7. The sociocultural environment -- 8. The international market selection process -- 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 subsupplier -- 14. Product decisions --

15. Pricing decisions and terms of doing business -- 16. Distribution decisions -- 17. Communication decisions (promotion strategies) -- 18. Cross-cultural sales negotiations -- 19. Organization and control of the global marketing programme

Includes bibliographical references and index

詳細情報

• NII書誌ID(NCID): BB13695518
• ISBN:
  • 9780273773160
• LCCN: 2013033209
• 出版国コード: uk
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: Harlow
• ページ数/冊数: xlv, 792 p.
• 大きさ: 27 cm
• 分類:
  • LCC : HF1416
  • DC23 : 658.8/4
• 件名:
  • LCSH : Export marketing
  • LCSH : Export marketing -- Case studies