Global marketing : a market-responsive approach / Svend Hollensen.
Material type: TextPublication details: Harlow : Financial Times Prentice Hall, 2000.Edition: 2nd edDescription: 704p. : ill. (some col.) ; 25 cmISBN:- 9780273646440 (pbk.) :
- 0273646443
- 658.848 HOL
- HF1416
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.