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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.
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.
Svend Hollensen is Associate Professor of International Marketing at the University of Southern Denmark and has worked as a marketing consultant for several international companies and organisations.
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
| Erscheinungsjahr: | 2012 |
|---|---|
| Fachbereich: | Management |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Seiten: | 560 |
| Inhalt: | Kartoniert / Broschiert |
| ISBN-13: | 9780273756545 |
| ISBN-10: | 0273756540 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: | Hollensen, Svend |
| Hersteller: | Pearson Education Limited |
| Maße: | 266 x 197 x 30 mm |
| Von/Mit: | Svend Hollensen |
| Erscheinungsdatum: | 12.07.2012 |
| Gewicht: | 1,026 kg |
Svend Hollensen is Associate Professor of International Marketing at the University of Southern Denmark and has worked as a marketing consultant for several international companies and organisations.
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
| Erscheinungsjahr: | 2012 |
|---|---|
| Fachbereich: | Management |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Seiten: | 560 |
| Inhalt: | Kartoniert / Broschiert |
| ISBN-13: | 9780273756545 |
| ISBN-10: | 0273756540 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: | Hollensen, Svend |
| Hersteller: | Pearson Education Limited |
| Maße: | 266 x 197 x 30 mm |
| Von/Mit: | Svend Hollensen |
| Erscheinungsdatum: | 12.07.2012 |
| Gewicht: | 1,026 kg |
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