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Global Marketing Svend Hollensen

Global Marketing By Svend Hollensen

Global Marketing by Svend Hollensen

Reviews:
£3.49
New RRP £29.99
Condition - Very Good
Only 2 left
Very Good

Summary

This work takes a look at planning and implementation of the international process. European case studies are used to illustrate the theory.

Global Marketing Summary

Global Marketing by Svend Hollensen

A down-to-earth international / export marketing text, written specifically for the undergraduate market. Using the value chain as a starting point, the reader is introduced to the analytical frameworks suitable for the development and implementation of international marketing programmes. Instructor's Manual with CD-ROM (0-13-907429-5).

Table of Contents

*Preface *PART 1: THE DECISION WHETHER TO INTERNATIONALIZE *International Marketing in the Firm *Initiation of Internationalization *Export Behaviour Theories *Development of the Firm's International Competitiveness *PART ONE CASES *PART TWO: DECIDING WHICH MARKETS TO ENTER *The International Market Selection (IMS) Process *The International Environment *PART TWO CASES *PART THREE: DECIDING HOW TO ENTER FOREIGN MARKETS (MARKET ENTRY STRATEGIES *Some Approaches to the Choice of Entry Mode *Export Modes *Intermediate Entry Modes (Contractual Entry Modes) *Hierarchical Modes *International Sourcing Decisions and the Role of the Subsupplier *PART THREE CASES *DESIGNING THE INTERNATIONAL MARKETING PROGRAMME *Product Decisions *Pricing Decisions and Terms of Doing Business *Distribution Decisions *Communication Decisions (Promotion Strategies) *PART FOUR CASES *IMPLEMENTING AND COORDINATING THE INTERNATIONAL MARKETING PROGRAMME *International Sales Negotiations *Organization and Control of the International Marketing Programme *PART FIVE CASES *Appendix A: International Marketing Research/Decision Support System *Summary

Additional information

GOR001775525
9780132610902
0132610906
Global Marketing by Svend Hollensen
Svend Hollensen
Used - Very Good
Paperback
Pearson Education (US)
1998-03-20
640
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

Customer Reviews - Global Marketing