01594cam a22003018i 450000100090000000300040000900500170001300800410003001000170007102000180008804000240010604100070013004200080013705000230014508200260016810000220019424500410021625000170025726300090027426400390028330000130032233600210033533700250035633800230038150507400040465000670114465000810121117853048OSt20250811150501.0130815s2013    enk           000 0 eng    a  2013033209  a9781292100111  aDLCbengcKyULerda  aEN  apcc00aHF 1416b.H65 201300aHF 1416 .H65 20132231 aHollensen, Svend.10aGlobal marketing :cSvend Hollensen.  a7th edition.  a1309 1aHarlow, England :bPearson,c2017.  apages cm  atext2rdacontent  aunmediated2rdamedia  avolume2rdacarrier0 aGlobal 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. 0aExport marketing.2MarketingxSchool of Business and Education 0aExport marketingvCase studies.2MarketingxSchool of Business and Education