Essentials of Global Marketing

Svend Hollensen is Associate Professor of International Marketing at the University of Southern Denmark and has worked as a marketing consultant for several international companies and organisations.

• 1. Global Marketing in the firm2. Initiation of internationalisation3. Internationalisation theories4. Development of the firm's international competitiveness5. The political and economic environment6. The sociocultural environment7. The international market selection process8. Some approaches to the choice of entry mode9. Export, intermediate and hierarchical entry modes10. International buyer-seller relationships11. Product and pricing decisions12. Distribution and communication decisions13. Cross-cultural sales negotiations14. Organisation and control of the global marketing programme

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