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Description Global Marketing (6th Edition) by Svend Hollensen Language: English | Format: PDF | ISBN-10: 027377316X | ISBN-13: 978-0273773160 Page count: 840 | Date Published: December 28, 2013 | Publisher: Pearson  Business & Money, International, Global Marketing CONTENTS Part i Part ii Part iii Part iV Part V Preface xviii Guided tour xxxii Acknowledgements xxxiv Publisher’s acknowledgements xxxvi Abbreviations xli About the author xlv THE DECISION WHETHER TO INTERNATIONALIzE 3 1 Global marketing in the firm 5 2 Initiation of internationalization 52 3 Internationalization theories 76 4 Development of the firm’s international competitiveness 100 Part I Case studies 144 DECIDING WHICH MARKETS TO ENTER 169 5 Global marketing research 173 6 The political and economic environment 208 7 The sociocultural environment 243 8 The international market selection process 270 Part II Case studies 308 MARKET ENTRY STRATEGIES 325 9 Some approaches to the choice of entry mode 331 10 Export modes 346 11 Intermediate entry modes 368 12 Hierarchical modes 398 13 International sourcing decisions and the role of the subsupplier 419 Part III Case studies 446 DESIGNING THE GLOBAL MARKETING PROGRAMME 471 14 Product decisions 479 15 Pricing decisions and terms of doing business 534 16 Distribution decisions 570 17 Communication decisions (promotion strategies) 606 Part IV Case studies 650 IMPLEMENTING AND COORDINATING THE GLOBAL MARKETING PROGRAMME 681 18 Cross-cultural sales negotiations 683 19 Organization and control of the global marketing programme 710 Part V Case studies 744 Index 775 Sharing Widget |