000 02223cam a22003498i 4500
008 130815s2013 enk 000 0 eng
020 _a978-1292100111
040 _aDLC
_beng
_cDLC
_erda
042 _apcc
050 0 0 _aHF1416
_b.H65 2013
082 0 0 _a658.8/4
_223
100 1 _aHollensen, Svend
245 1 0 _aGlobal marketing
_cSvend Hollensen
250 _a7th ed.
263 _a1309
264 1 _aHarlow :
_bPearson,
_cc2017.
300 _axliv, 825 p. :
_bcol. ill. ;
_c27 cm.
336 _atext
_2rdacontent
337 _aunmediated
_2rdamedia
338 _avolume
_2rdacarrier
650 0 _aExport marketing
650 0 _aExport marketing
_vCase studies
035 _a17853048
526 0 _aMARK343
650 7 _aInternational marketing
_2sears
505 0 _aPart 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
520 _aAll 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.
005 20170126101223.0
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003 UOWD
942 _c3DAY
999 _c29922
_d29922