Complete eTextbook Content:
PART I THE DECISION WHETHER TO INTERNATIONALIZE
1 Global marketing in the firm
2 Initiation of internationalization
3 Internationalization theories
4 Development of the firm’s 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 entry 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
Name: Global Marketing, 7th Edition
Author: Svend Hollensen
This is a eBook for the acutal textbook of Global Marketing, 7th Edition, by Svend Hollensen.
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1) A COMPLETE eBook 873 Pages), with all single page and Chapters, Color Version. Same as the original textbook. Comes with PDF file format. Can be read by Adobe Reader.
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