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题名/责任者:

Global marketing : a decision-oriented approach / Svend Hollensen = 国际营销 : 以决策为导向的方法 / [丹]斯文德·霍伦森著.

版本说明:

第5版.

出版发行项:

北京 : Peking University Press : Pearson Education Asia Ltd., 2016.

ISBN:

9787301263624

载体形态项:

xviii, 606 pages : illustrations ; 26 cm.

变异题名:

国际营销 : 以决策为导向的方法

丛编说明:

营销学精选教材·英文改编版

个人责任者:

Hollensen, Svend, author.

论题主题:

Export marketing.

论题主题:

Export marketing-Case studies.

中图法分类号:

F740.2-43

内容附注:

Global marketing in the firm -- Initiation of internationalization -- Internationalization theories -- Development of the firm’s international competitiveness -- Global marketing research -- The political and economic environment -- The sociocultural environment -- The international market selection process -- Some approaches to the choice of entry mode -- Export modes -- Intermediate entry modes -- Hierarchical modes -- International sourcing decisions and the role of the subsupplier -- Product decisions -- Pricing decisions and terms of doing business -- Distribution decisions -- Communication decisions (promotion strategies) -- Cross-cultural sales negotiations -- Organization and control of the global marketing programme.

原版附注:

Reprint. Originally published: Harlow, England : Pearson, 2011. 5th ed. 9780273726227.

语种附注:

Table of contents also in Chinese.

豆瓣简介：