Carregant...
Global marketing: a decision-oriented approach/
| Autor principal: | |
|---|---|
| Format: | Printed Book |
| Publicat: |
Edinburgh:
Pearson Education Limited,
2014.
|
| Edició: | 6th ed. |
| Matèries: |
Taula de continguts:
- 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.