Global marketing
著者
書誌事項
Global marketing
Pearson, 2014
6th ed
大学図書館所蔵 全4件
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