Global Marketing (6th Edition) - Svend Hollensen - [PDF][N27]

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Global Marketing (6th Edition)

by

Svend Hollensen

Language: English | Format: PDF | ISBN-10: 027377316X | ISBN-13: 978-0273773160

Page count: 840 | Date Published: December 28, 2013 | Publisher: Pearson

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Business & Money, International, Global Marketing

CONTENTS

Part i
Part ii
Part iii
Part iV
Part V
Preface xviii Guided tour xxxii Acknowledgements xxxiv Publisher’s acknowledgements xxxvi Abbreviations xli About the author xlv
THE DECISION WHETHER TO INTERNATIONALIzE 3
1 Global marketing in the firm 5
2 Initiation of internationalization 52
3 Internationalization theories 76
4 Development of the firm’s international competitiveness 100
Part I Case studies 144
DECIDING WHICH MARKETS TO ENTER 169
5 Global marketing research 173
6 The political and economic environment 208
7 The sociocultural environment 243
8 The international market selection process 270
Part II Case studies 308
MARKET ENTRY STRATEGIES 325
9 Some approaches to the choice of entry mode 331
10 Export modes 346
11 Intermediate entry modes 368
12 Hierarchical modes 398
13 International sourcing decisions and the role of the subsupplier 419
Part III Case studies 446
DESIGNING THE GLOBAL MARKETING PROGRAMME 471
14 Product decisions 479
15 Pricing decisions and terms of doing business 534
16 Distribution decisions 570
17 Communication decisions (promotion strategies) 606
Part IV Case studies 650
IMPLEMENTING AND COORDINATING THE GLOBAL
MARKETING PROGRAMME 681
18 Cross-cultural sales negotiations 683
19 Organization and control of the global marketing programme 710 Part V Case studies 744
Index 775

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Global Marketing (6th Edition) - Svend Hollensen - [PDF][N27]