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| LEADER |
01474nam a2200229 a 4500 |
| 001 |
561768 |
| 005 |
20171111230025.0 |
| 008 |
130815s2013 enkabc 001 0 eng |
| 020 |
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|a 9780273773160
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| 040 |
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|a DLC
|b eng
|e rda
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| 050 |
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|a HF1416
|b .H65 2014
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| 082 |
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|2 23
|a 658.8/4
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| 100 |
1 |
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|a Hollensen, Svend.
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| 245 |
1 |
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|a Global marketing /
|c Svend Hollensen.
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| 250 |
1 |
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|a Sixth edition.
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| 300 |
1 |
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|a xlv, 792 pages :
|b illustrations (colour), portraits (colour), map (colour) ;
|c 27 cm
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| 504 |
1 |
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|a Includes bibliographical references and index.
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| 505 |
1 |
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|a Global marketing in the firm -- Initiation of internationalization -- Internationalization theories -- Development of the firm's international competitiveness -- Global marketing research -- The political and economic environment -- The sociocultural environment -- The international market selection process -- Some approaches to the choice of entry mode -- Export modes -- Intermediate entry modes -- Hierarchical modes -- International sourcing decisions and the role of the subsupplier -- Product decisions -- Pricing decisions and terms of doing business -- Distribution decisions -- Communication decisions (promotion strategies) -- Cross-cultural sales negotiations -- Organization and control of the global marketing programme.
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| 650 |
1 |
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|a Export marketing.
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| 650 |
1 |
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|a Export marketing
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| 650 |
1 |
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|a Export marketing
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| 952 |
|
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|a GrThPMO
|b 59b01e5e6c5ad17d7e5afc9b
|c 952a
|d 9528
|e HF1416.H65 2014
|t 7
|x m
|z Books
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