Global marketing /
By: Hollensen, Svend
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Publisher: Harlow, England : Pearson, 2014Edition: Sixth edition.Description: xlv, 792 p. : ill. ; 30 cm.Content type: text $2 rdacontent | text Media type: unmediated $2 rdamedia | unmediated Carrier type: volume $2 rdacarrier | volumeISBN: 9780273773160; 9780273773160:; 027377316X.Subject(s): Marketing![](/opac-tmpl/bootstrap/images/filefind.png)
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
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ATU Sligo Yeats Library Main Lending Collection | 658.84 HOL (Browse shelf(Opens below)) | 1 | Available | 0064119 | ||
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ATU Sligo Yeats Library Main Lending Collection | 658.84 HOL (Browse shelf(Opens below)) | 2 | Available | 0064117 | ||
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ATU Sligo Yeats Library Main Lending Collection | 658.84 HOL (Browse shelf(Opens below)) | 3 | Available | 0064118 |
Includes bibliographical references and index.
Global marketing in the firm -- Initiation of internationalization -- Internationalization theories -- Development of the firm's international competitiveness -- Global marketing research -- The political and economic environment -- The sociocultural environment -- The international market selection process -- Some approaches to the choice of entry mode -- Export modes -- Intermediate entry modes -- Hierarchical modes -- International sourcing decisions and the role of the subsupplier -- Product decisions -- Pricing decisions and terms of doing business -- Distribution decisions -- Communication decisions (promotion strategies) -- Cross-cultural sales negotiations -- Organization and control of the global marketing programme.
Written from the perspective of the firm competing in international markets, this book is developed primarily for undergraduate and graduate courses in global/international marketing. It will also appeal to marketing managers who wish to keep abreast of the most recent developments in the field.