Overview

Essentials of Global Marketing offers a concise and manageable approach to the subject. The accessible structure takes the reader through the entire international marketing planning process, and fundamental concepts are illuminated by examples from a wide range of companies, small and large, from around the world.  

Full Product Details

Author:   Svend Hollensen
Publisher:   Pearson Education Limited
Imprint:   Pearson Education Limited
Edition:   2nd edition
Dimensions:   Width: 19.70cm , Height: 2.40cm , Length: 26.60cm
Weight:   1.004kg
ISBN:  

9780273756545

ISBN 10:   0273756540
Pages:   560
Publication Date:   19 July 2012
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Paperback
Publisher's Status:   Active
Availability:   Available To Order  
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Table of Contents

Part 1 - The Decision to Internationalize 1. Global Marketing in the firm 2. Initiation of internationalisation 3. Internationalisation theories Part 2 - Deciding Which Markets to Enter 4. Development of the firm's international competitiveness 5. The political and economic environment 6. The sociocultural environment 7. The international market selection process Part 3 - Market Entry Strategies 8. Some approaches to the choice of entry mode 9. Export, intermediate and hierarchical entry modes 10. International buyer-seller relationships  Part 4 - Designing the Global Marketing Programme 11. Product and pricing decisions 12. Distribution and communication decisions Part 5 - Implementing and Coordinating the Global Marketing Programme 13. Cross-cultural sales negotiations 14. Organisation and control of the global marketing programme  

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Author Information

Svend Hollensen is Associate Professor of International Marketing at the University of Southern Denmark and has worked as a marketing consultant for several international companies and organisations.

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