Global Marketing, 8th edition

Published by Pearson Education (February 10, 2020) © 2020

  • Svend Hollensen University of South Denmark
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Everything you need to know about the core global marketing strategies now in a practical, digital eBook format.

Global Marketing, 8th Edition by Svend Hollensen, has been the definitive guide for undergraduate and postgraduate students studying international marketing a core textbook for the work of marketers all around the world.

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  • Part 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
  • Part I Case studies
  • Part II: 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 II Case studies
  • Part III: Market entry strategies
  • 9 Some approaches to the choice of entry mode
  • 10 Export modes
  • 11 Intermediate modes
  • 12 Hierarchical modes
  • 13 International sourcing decisions and the role of the subsupplier
  • Part III Case studies
  • Part IV: Designing the global marketing programme
  • 14 Product decisions
  • 15 Pricing decisions and terms of doing business
  • 16 Distribution decisions
  • 17 Communication decisions (promotion strategies)
  • Part IV Case studies
  • Part V: Implementing and coordinating the global marketing programme
  • 18 Cross-cultural sales negotiations
  • 19 Organization and control of the global marketing programme
  • Part V Case studies

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