Svend Hollensen

Essentials of Global Marketing

• Broschiertes Buch

Produktbeschreibung

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.

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Produktdetails

• Verlag: Pearson
• 2. Aufl.
• Seitenzahl: 560
• Erscheinungstermin: 12. Juli 2012
• Englisch
• Abmessung: 266mm x 197mm x 30mm
• Gewicht: 1004g
• ISBN-13: 9780273756545
• ISBN-10: 0273756540
• Artikelnr.: 36197465

Autorenporträt

Svend Hollensen is Associate Professor of International Marketing at the University of Southern Denmark and has worked as a marketing consultant for several international companies and organisations.

Inhaltsangabe

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