MARC状态:审校 文献类型:西文图书 浏览次数:53
- 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
- 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.
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索书号 | 条码号 | 年卷期 | 馆藏地 | 书刊状态 | 还书位置 |
F740.2/E1=5 | 800007002 | 西文 | 可借 | 西文 | |
F740.2/E1=5 | 800007003 | 西文 | 可借 | 西文 | |
F740.2/E1=5 | 800007004 | 西文 | 可借 | 西文 |
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