CURRENT BASKET VALUE
£0.00
ABOUT THIS BOOK
Essentials of Global Marketing
£50.99

ESSENTIALS OF GLOBAL MARKETING

PAPERBACK BY HOLLENSEN, SVEND

£50.99

ISBN
9780273756545
IMPRINT
PEARSON EDUCATION LIMITED
 
 
EDITION
2ND EDITION
PUBLISHER
PEARSON EDUCATION LIMITED
STOCK FOR DELIVERY
IN STOCK
FORMAT
PAPERBACK
PAGES
560 pages
PUBLICATION DATE
12 JUL 2012

DESCRIPTION

Essentials of Global Marketing offers a concise and manageable approach to the subject. The accessible structure takes the reader through the entire international marketing planning process, and fundamental concepts are illuminated by examples from a wide range of companies, small and large, from around the world.

CONTENTS

Part 1 - The Decision to Internationalize 1. Global Marketing in the firm 2. Initiation of internationalisation 3. Internationalisation theories Part 2 - Deciding Which Markets to Enter 4. Development of the firm's international competitiveness 5. The political and economic environment 6. The sociocultural environment 7. The international market selection process Part 3 - Market Entry Strategies 8. Some approaches to the choice of entry mode 9. Export, intermediate and hierarchical entry modes 10. International buyer-seller relationships Part 4 - Designing the Global Marketing Programme 11. Product and pricing decisions 12. Distribution and communication decisions Part 5 - Implementing and Coordinating the Global Marketing Programme 13. Cross-cultural sales negotiations 14. Organisation and control of the global marketing programme