TY  - GEN
AU  - Hollensen, Svend
TI  - Global Marketing
SN  - 9781292100111
U1  - 658.84 20
PY  - 2017///
CY  - Slovakia
PB  - Pearson
KW  - Marketing
KW  - Management
KW  - Empresas internacionales
KW  - Administración
KW  - Comercio exterior
KW  - Marketing Management
KW  - Investigación de mercados
KW  - Marketing en Internet
KW  - Export marketing
N1  - The decision whether to internationalize. - global marketing in the firm. - initiation of internationalization. - internationalization theories. - development of the firm’s international competitiveness. - deciding which markets to enter. - global marketing research. - the political and economic environment. - the sociocultural environment. - the international market selection process. - case studies. - market entry strategies. - some approaches to the choice of entry mode. - export modes. - intermediate entry modes. - hierarchical modes. - international sourcing decisions and the role of the subsupplier. - designing the global marketing programme. - product decisions. - pricing decisions and terms of doing business. - distribution decisions. - communication decisions (promotion strategies). - implementing and coordinating the global. - marketing programme. - cross-cultural sales negotiations. - organization and control of the global marketing programme. - case studies
ER  -