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Global marketing : a market-responsive approach / Svend Hollensen.

By: Material type: TextTextPublication details: Harlow : Financial Times Prentice Hall, 2000.Edition: 2nd edDescription: 704p. : ill. (some col.) ; 25 cmISBN:
  • 9780273646440 (pbk.) :
  • 0273646443
Subject(s): DDC classification:
  • 658.848 HOL
LOC classification:
  • HF1416
Contents:
Part I: The decision whether to internationalise 1. Global marketing in the firm - SMEs versus LSEs 2. Initiation of internationalisation 3. Export behaviour theories 4. Development of the firm's international competitiveness Part one - cases Part II: Deciding which markets to enter 5. The political and economic environment 6. The sociocultural environment 7. The international market selection (IMS) process Part two - cases Part III: Deciding how to enter foreign markets 8. Some approaches to the choice of entry mode 9. Export modes 10. Intermediate entry modes (contractual entry modes) 11. Hierarchical modes 12. International sourcing decisions and the role of the subsupplier 13. Global E-commerce Part three - cases Part IV: Designing the global marketing programme 14. Product decisions 15. Pricing decisions and terms of doing business 16. Distribution decisions 17. Communication decisions (promotion strategies) Part four - cases Part V: Implementing and coordinating the global marketing programme 18. International sales negotiations 19. Organisation and control of the international marketing programme Part V - cases Appendix: Global marketing research/Decision support system
Summary: Taking the value chain as its starting point, this volume offers students an introduction to the analytical frameworks suitable for the development and implementation of international marketing programmes.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.848 HOL (Browse shelf(Opens below)) 1 Available 201246

Previous ed.: 1998.

Includes index.

Part I: The decision whether to internationalise 1. Global marketing in the firm - SMEs versus LSEs 2. Initiation of internationalisation 3. Export behaviour theories 4. Development of the firm's international competitiveness Part one - cases Part II: Deciding which markets to enter 5. The political and economic environment 6. The sociocultural environment 7. The international market selection (IMS) process Part two - cases Part III: Deciding how to enter foreign markets 8. Some approaches to the choice of entry mode 9. Export modes 10. Intermediate entry modes (contractual entry modes) 11. Hierarchical modes 12. International sourcing decisions and the role of the subsupplier 13. Global E-commerce Part three - cases Part IV: Designing the global marketing programme 14. Product decisions 15. Pricing decisions and terms of doing business 16. Distribution decisions 17. Communication decisions (promotion strategies) Part four - cases Part V: Implementing and coordinating the global marketing programme 18. International sales negotiations 19. Organisation and control of the international marketing programme Part V - cases Appendix: Global marketing research/Decision support system

Taking the value chain as its starting point, this volume offers students an introduction to the analytical frameworks suitable for the development and implementation of international marketing programmes.

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