Hollensen, Svend. creator text enk 2013 7th edition. monographic eng EN

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pages cm 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. Svend Hollensen. Export marketing School of Business and Education Export marketing Case studies School of Business and Education HF 1416 .H65 2013 HF 1416 .H65 2013 9781292100111 2013033209 DLC 130815 20250811150501.0 17853048 eng