Essentials of Global Marketing’ has a clear structure, with a starting point in the SMEs and the five main decisions that SMEs (and larger firms) face in connection . Trove: Find and get Australian resources. Books, images, historic newspapers, maps, archives and more. Find all the study resources for Global Marketing by Svend Hollensen.

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Essentials of Global Marketing – Svend Hollensen – Google Books

Description 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 around the world.


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Table of contents Part 1 – The Decision to Internationalize 1. Global Marketing in the firm 2. Initiation of internationalisation 3.

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 Product and pricing decisions Cross-cultural sales negotiations Organisation and control of the global marketing programme show more.

Essentials of Global Marketing

About Svend Hollensen Svend Hollensen is Associate Professor of International Marketing at the University of Southern Denmark and has worked as a marketing consultant dssentials several international companies and organisations. Book ratings by Goodreads. Goodreads is the world’s largest site for readers with over 50 million reviews.


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