Global marketing. A market-responsive approach [printed text] / Svend Hollensen  . -  2nd ed. . - Harlow : Financial Times Prentice Hall, 2000 . - 704p. : ill.. (some col.) ; 25cm.
ISBN : 978-0-273-64644-0

Class number:	658.848
Abstract:	Global marketing is intended to help readers develop effective and efficient market-responsive global marketing programmes. Developed primarily for use as a textbook on undergraduate and graduate courses in global/international marketing, it is a comprehensive and user-friendly introduction to this important area. Written from the perspective of the firm competing in international markets, this book will also be of special interest to marketing managers who wish to keep abreast of the most recent developments in the global marketing field. Revised for the twenty-first century, Svend Hollensen, has updated his successful book, expanding coverage of the increasingly important role of e-commerce in global marketing.
Contents note:	Pt. 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; Pt. II. Deciding which markets to enter. 5. The political and economic environment; 6. The sociocultural environment; 7. The international market selection process Pt. III. Market entry strategies. 8. Some approaches to the choice of entry mode; 9. Export modes; 10. Intermediate entry modes; 11. Hierarchical modes; 12. International sourcing decisions and the role of the subsupplier; 13. Global e-commerce; Pt. IV. Designing the global marketing programme. 14. Product decisions;