Global marketing /
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Edition: | Sixth edition. |
| Subjects: |
Table of Contents:
- 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.