000			03084 a2200229 4500
005			20250719103550.0
008			250719b |||||||| |||| 00| 0 eng d
020			_a9789332584327
082			_a658.8 _bKEE
100			_aKeegan Warren J. _94905
245			_aGlobal marketing management
250			_a8th
260			_bPearson India Education Services Pvt Ltd _aChennai _c2025
300			_axxviii, 476 p.
365			_aINR _b950.00
500			_aTable of contents: Preface Acknowledgements Publisher’s acknowledgements Abbreviations About the author Part I The decision whether to internationalize 1 Global marketing in the firm 2 Initiation of internationalization 3 Internationalization theories 4 Development of the firm’s international competitiveness Part I Case studies Part II Deciding which markets to enter 5 Global marketing research 6 The political and economic environment 7 The sociocultural environment 8 The international market selection process Part II Case studies Part III Market entry strategies 9 Some approaches to the choice of entry mode 10 Export modes 11 Intermediate modes 12 Hierarchical modes 13 International sourcing decisions and the role of the subsupplier Part III Case studies Part IV Designing the global marketing programme 14 Product decisions 15 Pricing decisions and terms of doing business 16 Distribution decisions 17 Communication decisions (promotion strategies) Part IV Case studies Part V Implementing and coordinating the global marketing programme 18 Cross-cultural sales negotiations 19 Organization and control of the global marketing programme Part V Case studies Index [https://www.pearson.com/nl/en_NL/higher-education/subject-catalogue/marketing/hollensen-global-marketing-8e.html?tab=table-of-contents]
520			_aGlobal Marketing, 8th Edition, by Hollensen continues to be the most up-to-date and comprehensive text of its kind, with cutting-edge case studies and a focus on the impact of new technologies and perspectives on international marketing. For nearly twenty years this title has been the definitive, truly international guide to marketing. During that time, borders have become ever more transient and this book more central to the work of marketers all around the world. Key Features include: A clear part structure, organised around the five main decisions that marketing people in companies face in connection to the global marketing process Numerous pedagogical features such as Exhibits, Key Terms and Questions for Discussion to help students comprehend theory and apply it to the real world End of part and end of chapter case studies to help students understand how the theory relates to real world application (https://www.pearson.com/nl/en_NL/higher-education/subject-catalogue/marketing/hollensen-global-marketing-8e.html)
650			_aMarketing--Managament _924669
700			_aArnow brill, Elyse _924670
700			_aDutta, Gautam _95947
942			_cBK _2ddc
999			_c10078 _d10078