Hollensen, Svend <br/><br/>
Global marketing 
Svend Hollensen 
 - 7th ed. 
 - xliv, 825 p. :  col. ill. ;  27 cm. 
<br/><br/>Part I Video case study: Uber  1.Global marketing in the firm  2.Initiation of internationalization  3.Internationalization theories  4.Development of the firm's international competitiveness  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 Video case study: Mailer Yogurts [&​#x2014;] entering the US market  9.Some approaches to the choice of entry mode  10.Export modes  11.Intermediate entry modes  12.Hierarchical modes  13.International sourcing decisions and the role of the subsupplier  14.Product decisions  15.Pricing decisions and terms of doing business  16.Distribution decisions  17.Communication decisions (promotion strategies)  18.Cross-cultural sales negotiations  19.Organization and control of the global marketing programme 
<br/><br/> All good marketing is local. Global companies know this and are going "glocal".There is also a trend towards the ‘Internet of Everything’, which revolutionizes the whole marketing discipline. Svend Hollensen has captured all the latest trends very well with the new cases in his seventh edition of Global Marketing."    Philip Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University. 
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<br/><br/><label>ISBN: </label>978-1292100111 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Export marketing<br/>Export marketing--Case studies<br/>International marketing
<br/><br/><label>LC Class. No.: </label>HF1416  / .H65 2013 
<br/><br/><label>Dewey Class. No.: </label>658.8/4