Global Marketing : A Decision-Oriented Approach,9780273726227

Global Marketing : A Decision-Oriented Approach

by
Edition: 5th
ISBN13: 9780273726227
ISBN10: 0273726226
Format: Paperback
Pub. Date: 2010-08-03
Publisher(s): Prentice Hall
List Price: $220.71

Rent Textbook

Select for Price
Add to Cart
There was a problem. Please try again later.

New Textbook

We're Sorry
Sold Out

Used Textbook

We're Sorry
Sold Out

eTextbook

We're Sorry
Not Available

Buy from our Marketplace starting at $48.27

How Marketplace Works:

  • This item is offered by an independent seller and not shipped from our warehouse
  • Item details like edition and cover design may differ from our description; see seller's comments before ordering.
  • Sellers much confirm and ship within two business days; otherwise, the order will be cancelled and refunded.
  • Marketplace purchases cannot be returned to eCampus.com. Contact the seller directly for inquiries; if no response within two days, contact customer service.
  • Additional shipping costs apply to Marketplace purchases. Review shipping costs at checkout.

Summary

The globalization of companies is the involvement of customers, producers, suppliers, and other stakeholders in the global marketing process. Global marketing therefore reflects the trend of firms selling products and services across many countries around the world. Drawing on an incomparable breadth of international examples, Svend Hollensen not only demonstrates how global marketing works, but also how it relates to real decisions around the world.

Author Biography

Svend Hollensen is Associate Professor of International Marketing at the University of Southern Denmark and has worked as a marketing consultant for several international companies and organisations. His other Financial Times Prentice Hall books include Marketing Management (2nd edition), published in 2010.

Table of Contents

Part 1 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 2 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 3 MARKET ENTRY STRATEGIES

9    Some approaches to the choice of entry mode
10   Export modes
11   Intermediate entry modes
12   Hierarchical modes
13   International sourcing decisions and the role of the sub-supplier

Part 4 DESIGNING THE GLOBAL MARKETING PROGRAMME

14   Product decisions
15   Pricing decisions and the terms of doing business
16   Distribution decisions
17   Communication decisions (promotion strategies)

Part 5 IMPLEMENTING AND COORDINATING THE GLOBAL MARKETING PROGRAMME

18   Cross-cultural sales negotiations
19   Organization and control of the global marketing programme

 

An electronic version of this book is available through VitalSource.

This book is viewable on PC, Mac, iPhone, iPad, iPod Touch, and most smartphones.

By purchasing, you will be able to view this book online, as well as download it, for the chosen number of days.

Digital License

You are licensing a digital product for a set duration. Durations are set forth in the product description, with "Lifetime" typically meaning five (5) years of online access and permanent download to a supported device. All licenses are non-transferable.

More details can be found here.

A downloadable version of this book is available through the eCampus Reader or compatible Adobe readers.

Applications are available on iOS, Android, PC, Mac, and Windows Mobile platforms.

Please view the compatibility matrix prior to purchase.