TY  - BOOK
AU  - Hollensen,Svend
TI  - Global marketing
SN  - 9781292100111
U1  - 658.848 
PY  - 2017///
CY  - Reino Unido: 
PB  - Pearson Education Limited
KW  - Mercado de exportación
KW  - Comercio exterior
N1  - 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
ER  -