Global marketing / Svend Hollensen.
Material type:![Text](/opac-tmpl/lib/famfamfam/BK.png)
- 9780273773160:
- 027377316X
- 658.848
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 |
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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