TY  - GEN
AU  - Hollensen, Svend
TI  - Global marketing: A decision-oriented approach
SN  - 81-317-1195-1
U1  - 658.8/Hol/8884G 
PY  - 2007///
CY  - New Delhi
PB  - Pearson Education Ltd.
KW  - Global marketing
N1  - Table of Content
Part I: The Decision whether to Internationalize
Global marketing in the firm
Initiation of internationalization
Internationalization theories
Development of the firm’s international competitiveness
Part II: Deciding Which Markets to Enter
Global marketing research
The political and economic environment
The sociocultural environment
The international market selection process
Part III: Market Entry Strategies
Some approaches to the choice of entry mode
Export modes
Intermediate entry modes
Hierarchical modes
International sourcing decisions and the role of the subsupplier
Part IV: Designing the Global Marketing Programme
Product decisions
Pricing decisions and the terms of doing business
Distribution decisions
Communication decisions (promotion strategies)
Part V: Implementing and Coordinating the Global Marketing Programme
Cross-cultural sales negotiations
Organization and control of the global marketing programme
Global e-marketing
N2  - rawing on an incomparable breadth of international examples, Global Marketing not only demonstrates how global marketing works, but also how it relates to real decisions around the world. Written from the perspective of firms competing in international markets, irrespective of their country of origin, this book provides a complete and concentrated overview of the total international planning process.

Salient Features
A truly global marketing book, with new up-to-date cases and exhibits from all parts of the world, including Europe, the Middle East, Africa, the Far East, North and South America and India.
Special focus on India, with several cases, exhibits and sections based on contemporary Indian organizations and their global marketing issues.
Extensive coverage of hot topics such as blue ocean strategy, celebrity branding, brand piracy, and viral marketing.
Coverage of the emerging market economies, global buyer–seller relationships and focus on SMEs as global marketing players.
A value chain approach (including both the traditional product value chain and the service value chain) along with the decision/ ‘action’-oriented approach
ER  -