000			01993nam a22002177a 4500
999			_c1988 _d1988
005			20220315155319.0
008			220315b ||||| |||| 00| 0 eng d
020			_a9788131728147
082			_a658.848 _bHOL
100			_aHollensen, Svend _94904
245			_aGlobal marketing: a decision oriented approach
250			_a4th
260			_bPearson India Education Services Pvt. Ltd. _aNew Delhi _c2022
300			_axxxix, 752 p.
365			_aINR _b935.00
504			_aTable of content Part I: The Decision whether to Internationalize Global marketing in the firm Initiation of internationalization Internationalization theories Development of the firm’s international competitiveness Part II: Deciding Which Markets to Enter Global marketing research The political and economic environment The sociocultural environment The international market selection process Part III: Market Entry Strategies Some approaches to the choice of entry mode Export modes Intermediate entry modes Hierarchical modes International sourcing decisions and the role of the subsupplier Part IV: Designing the Global Marketing Programme Product decisions Pricing decisions and the terms of doing business Distribution decisions Communication decisions (promotion strategies) Part V: Implementing and Coordinating the Global Marketing Programme Cross-cultural sales negotiations Organization and control of the global marketing programme Global e-marketing
520			_aDrawing on an incomparable breadth of international examples, Global Marketing not only demonstrates how global marketing works, but also how it relates to real decisions around the world. Written from the perspective of firms competing in international markets, irrespective of their country of origin, this book provides a complete and concentrated overview of the total international planning process.
650			_aGlobal marketing _95945
700			_aBanerjee, Madhumita _95946
942			_2ddc _cBK