01772cam a22003498i 4500 3910 3910 17853048 OSt 20250811150501.0 130815s2013 enk 000 0 eng 2013033209 9781292100111 DLC eng KyUL rda EN pcc HF 1416 .H65 2013 HF 1416 .H65 2013 23 Hollensen, Svend. Global marketing : Svend Hollensen. 7th edition. 1309 Harlow, England : Pearson, 2017. pages cm text rdacontent unmediated rdamedia volume rdacarrier 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. Export marketing. Marketing School of Business and Education Export marketing Case studies. Marketing School of Business and Education 7 cbc orignew 1 ecip 20 y-gencatlg lcc LLB 0 0 lcc 0 0 NFIC KyUCL KyUCL GEN 2017-03-01 Purchase 6735.00 1 HF 1416 .H65 2013 KYU/2017/7378 2026-03-31 2017-05-13 2017-03-01 LLB