Essentials of Global Marketing | Taschenbuch

Cover: 9780273756545 | Essentials of Global Marketing | Svend Hollensen | Taschenbuch | 2012

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Sprache: Englisch

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Beschreibung

Essentials of Global Marketing offers a concise and manageable approach to the subject. The accessible structure takes the reader through the entire international marketing planning process, and fundamental concepts are illuminated by examples from a wide range of companies, small and large, from around the world.

Inhaltsverzeichnis

Part 1 - The Decision to Internationalize1. Global Marketing in the firm
2. Initiation of internationalisation
3. Internationalisation theories Part 2 - Deciding Which Markets to Enter4. Development of the firm's international competitiveness
5. The political and economic environment
6. The sociocultural environment
7. The international market selection process Part 3 - Market Entry Strategies8. Some approaches to the choice of entry mode
9. Export, intermediate and hierarchical entry modes
10. International buyer-seller relationships Part 4 - Designing the Global Marketing Programme11. Product and pricing decisions
12. Distribution and communication decisionsPart 5 - Implementing and Coordinating the Global Marketing Programme13. Cross-cultural sales negotiations
14. Organisation and control of the global marketing programme

Details

Erscheinungsjahr:	2012
Genre:	Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Inhalt:	Kartoniert / Broschiert
ISBN-13:	9780273756545
ISBN-10:	0273756540
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Autor:	Hollensen, Svend
Auflage:	2. Aufl.
Hersteller:	Pearson
Verantwortliche Person für die EU:	Pearson, St.-Martin-Str. 82, D-81541 München, salesde@pearson.com
Maße:	266 x 197 x 21 mm
Von/Mit:	Svend Hollensen
Erscheinungsdatum:	12.07.2012
Gewicht:	1,004 kg