Essentials of global marketing
Essentials of Global Marketing offers a concise and manageable approach to the subject. The accessible structure takes the reader through the entire international marketing planning process, and fundamental concepts are illuminated by examples from a wide range of companies, small and large, from ar...
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Harlow, England :
Pearson
[2012]
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| Edición: | Second edition |
| Colección: | Always learning.
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| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009670139506719 |
Tabla de Contenidos:
- Part 1 - The Decision to Internationalize 1. Global Marketing in the firm 2. Initiation of internationalisation 3. Internationalisation theories Part 2 - Deciding Which Markets to Enter 4. Development of the firm's international competitiveness 5. The political and economic environment 6. The sociocultural environment 7. The international market selection process Part 3 - Market Entry Strategies 8. Some approaches to the choice of entry mode 9. Export, intermediate and hierarchical entry modes 10. International buyer-seller relationships Part 4 - Designing the Global Marketing Programme 11. Product and pricing decisions 12. Distribution and communication decisions Part 5 - Implementing and Coordinating the Global Marketing Programme 13. Cross-cultural sales negotiations 14. Organisation and control of the global marketing programme.
