Global Marketing 7/e [Hollensen] 9781292100111

Global Marketing, 7th Edition by Svend Hollensen, has been the definitive guide for undergraduate and postgraduate students studying international marketing a core textbook for the work of marketers all around the world.

頁數：872
版次：第7版
年份：2017年
規格：平裝/彩色
ISBN：9781292100111

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 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 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 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 V  IMPLEMENTING AND COORDINATING THE GLOBAL  MARKETING PROGRAMME
18  Cross-cultural sales negotiations
19  Organization and control of the global marketing programme