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Global marketing / Svend Hollensen.

By: Material type: TextTextPublisher: Harlow, England : Pearson 2014Edition: Sixth editionDescription: xlv, 792 pages : illustrations (colour), portraits (colour), map (colour) ; 27 cmISBN:
  • 9780273773160:
  • 027377316X
Subject(s): DDC classification:
  • 658.848
Online resources: Also published electronically.
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.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
General Lending Carlow Campus Library General Lending 658.848 (Browse shelf(Opens below)) 1 Available 79250
General Lending Carlow Campus Library General Lending 658.848 (Browse shelf(Opens below)) 1 Available 79252
General Lending Carlow Campus Library General Lending 658.848 (Browse shelf(Opens below)) 1 Available 79253
Short Loan Collection Carlow Campus Library Short Loan Collection 658.848 (Browse shelf(Opens below)) 1 Available 79251

CW828, CW838

Includes bibliographical references and index.

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.

Also published electronically.

43.95

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