De som köpt den här boken har ofta också köpt Before Crisis av Timothy Sellnow, Deanna Sellnow (häftad).
Köp båda 2 för 1548 krSvend 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 organizations. As well as this book, he is the author of other Pearson texts, including Marketing Management and Essentials of Global Marketing.
Preface
Acknowledgements
Publishers acknowledgements
Abbreviations
About the author
Part I
The decision whether to internationalize
1 Global marketing in the firm
2 Initiation of internationalization
3 Internationalization theories
4 Development of the firms international competitiveness
Part I Case studies
Part II
Deciding which markets to enter
5 Global marketing research
6 The political and economic environment
7 The sociocultural environment
8 The international market selection process
Part II Case studies
Part III
Market entry strategies
9 Some approaches to the choice of entry mode
10 Export modes
11 Intermediate modes
12 Hierarchical modes
13 International sourcing decisions and the role of the subsupplier
Part III Case studies
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 IV Case studies
Part V
Implementing and coordinating the global
marketing programme
18 Cross-cultural sales negotiations
19 Organization and control of the global marketing programme
Part V Case studies
Index