Global marketing : Svend Hollensen.
By: Hollensen, Svend.
Material type:
TextPublisher: Harlow, England : Pearson, 2017Edition: 7th edition.Description: pages cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9781292100111.Subject(s): Export marketing. -- School of Business and Education | Export marketing -- Case studies. -- School of Business and EducationDDC classification: HF 1416 .H65 2013 | Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
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Long Loan Book
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Kirinyaga University Library General Stacks | Non-fiction | HF 1416 .H65 2013 (Browse shelf) | Available | KYU/2017/7378 |
Global marketing in the firm -- Initiation of internationalization -- Internationalization theories -- Development of the firm's international competitiveness -- Global marketing research -- The political and economic environment -- The sociocultural environment -- The international market selection process -- Some approaches to the choice of entry mode -- Export modes -- Intermediate entry modes -- Hierarchical modes -- International sourcing decisions and the role of the subsupplier -- Product decisions -- Pricing decisions and terms of doing business -- Distribution decisions -- Communication decisions (promotion strategies) -- Cross-cultural sales negotiations -- Organization and control of the global marketing programme.