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Global marketing : a market-responsive approach / Svend Hollensen

Main Author Hollensen, Svend Edition 2nd ed. Publication Harlow : Prentice Hall; Financial Times, 2001 Description XXXI, 667 p. ISBN 0273646443 Abstract Índice: 1- Global marketing in the firm; 2- Initiation of internationalization; 3- Internalization 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 o the choice of entry mode; 9- Export modes; 10- Intermediate entry modes; 11-Hierarchical modes; 12- International sourcing decisions and the role of the subsupplier; 13- Global e-commerce; 14- Product designs; 15- Pricing decisions and terms of doing business; 16- Distribution decisions; 17- Communication decisions (promotion strategies); 18- International sales negotiations; 19- Organization and control of the global marketing programme Topical name marketing internacional CDU 658.8
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Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book IPAM Porto
658.8 [I] HOL 3660 Available 3660
Total holds: 0

Índice: 1- Global marketing in the firm; 2- Initiation of internationalization; 3- Internalization 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 o the choice of entry mode; 9- Export modes; 10- Intermediate entry modes; 11-Hierarchical modes; 12- International sourcing decisions and the role of the subsupplier; 13- Global e-commerce; 14- Product designs; 15- Pricing decisions and terms of doing business; 16- Distribution decisions; 17- Communication decisions (promotion strategies); 18- International sales negotiations; 19- Organization and control of the global marketing programme

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