| Description |
xxviii, 494 pages : color illustrations, facsimiles, 1 map, portraits ; 27 cm |
| Contents |
Contents: 1. Global Marketing in the firm -- 2. Initiation of internationalisation -- 3. Internationalisation theories -- 4. Development of the firm's international competitiveness -- 5. The political and economic environment -- 6. The sociocultural environment -- 7. The international market selection process -- 8. Some approaches to the choice of entry mode -- 9. Export, intermediate and hierarchical entry modes -- 10. International buyer-seller relationships -- 11. Product and pricing decisions -- 12. Distribution and communication decisions -- 13. Cross-cultural sales negotiations -- 14. Organisation and control of the global marketing programme |
| Summary |
Summary: "Essentials of Global Marketing offers a concise yet innovative approach to the subject. The accessible structure takes the reader through the entire global marketing process, and fundamental concepts are illuminated by a wide range of companies around the world. Hollensen includes brand new case studies on Nintendo Wii, YouTube and the Apple iPhone to provide cutting edge examples of the theory in the real world. The book breaks new ground with the quality and extensiveness of its supporting interactive features, which include multiple choice quizzes for every chapter that can be downloaded onto your iPod, and video case studies on internationally recognised companies such as Land Rover and Tata."--Publisher description |
| Notes |
Shortened version of: Global marketing. 4th ed. 2007 |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Export marketing.
|
|
Export marketing -- Case studies.
|
| Genre/Form |
Case studies.
|
| Author |
Hollensen, Svend.
Global marketing
|
| LC no. |
2008017536 |
| ISBN |
9780273717843 paperback |
|
0273717847 paperback |
|
