Essentials of global marketing Svend Hollensen.
Detalles de publicación: New York Prentice Hall 2008.Descripción: xxviii,494 p. 26 cmISBN:- 9780273717843
| Imagen de cubierta | Tipo de ítem | Biblioteca actual | Biblioteca de origen | Colección | Ubicación en estantería | Signatura topográfica | Materiales especificados | Info Vol | URL | Copia número | Estado | Notas | Fecha de vencimiento | Código de barras | Reserva de ítems | Prioridad de la cola de reserva de ejemplar | Reservas para cursos | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Libro | Biblioteca de Mayagüez Colección General mb | HF1416 .H65 2008 (Navegar estantería(Abre debajo)) | Disponible | 50000003199022 |
Descripciones mejoradas de Syndetics:
Essentials of Global Marketing' has a clear structure, with a starting point in the SMEs and the five main decisions that SMEs (and larger firms) face in connection with the internationalization process: Part 1: The decision whether to internationalize Part 2: Deciding which markets to enter Part 3: Developing the market entry strategies Part 4: Designing the global marketing programmes Part 5: Implementing and coordination the global marketing programme The book has a 100% global perspective, in delivering cases from all parts of the world to support chapters and parts. The book has the following key characteristics: - Excellent supplements (video cases, video clips, PowerPoints etc.) - Integrates the latest marketing trends - Overview model of the total global marketing planning process in the beginning of the book
Includes bibliographical references and index.
EIGM 04/2010
Tabla de contenidos provista por Syndetics
- 1 Global Marketing in the firm
- 2 Initiation of internationalisation
- 3 Internationalisation theories
- 4 Development of the firm's international competitiveness
- 5 The political and economic environment
- 6 The sociocultural environment
- 7 The international market selection process
- 8 Some approaches to the choice of entry mode
- 9 Export, intermediate and hierarchical entry modes
- 10 International buyer-seller relationships
- 11 Product and pricing decisions
- 12 Distribution and communication decisions
- 13 Cross-cultural sales negotiations
- 14 Organisation and control of the global marketing programme