Hollensen, Svend <br/><br/>
Global marketing / 
Svend Hollensen. 
 - séptima edición 
 - Reino Unido:   Pearson Education Limited,  2017. 
 - 825 páginas:   ilustraciones;   27 cm 
<br/><br/>The decision whether to internationalize -- Global marketing in the firm -- Iniciation of internationalitation -- Internationalization theories -- Development of the firm's international competivives -- Deciding which makets to enter -- Global marketing research -- The political and economic environment -- The sociocultural environmet -- The sociocultural environmet -- The international market selection process -- Market entry strategies -- Some approaches to the choice of entry mode -- Export modes -- Hierarchical modes -- International sourcing decisions and the role of the subsupplier -- Designing the global marketing programme -- Product decisions -- Pricing decisions and terms of doing business -- Distribution decisions -- Communication decisions (promotion strategies) -- Implementing and coordinating the global marketing programme 
<br/><br/><label>ISBN: </label>9781292100111 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Mercado de exportación<br/>Comercio exterior
<br/><br/><label>Dewey Class. No.: </label>658.848  / H737