机读格式显示(MARC)

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• 017 __ |a CN |b 01-2012-5676

• 020 __ |a 9787301263624 |c CNY78.00

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• 041 0_ |a eng |f chi

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• 099 __ |a CAL 022016023721

• 100 1_ |a Hollensen, Svend, |e author.

• 245 10 |a Global marketing : |b a decision-oriented approach / |c Svend Hollensen = 国际营销 : 以决策为导向的方法 / [丹]斯文德·霍伦森著.

• 246 31 |a 国际营销 : |b 以决策为导向的方法

• 250 __ |a 第5版.

• 264 _1 |a 北京 : |b Peking University Press : |b Pearson Education Asia Ltd., |c 2016.

• 300 __ |a xviii, 606 pages : |b illustrations ; |c 26 cm.

• 336 __ |a text |2 rdacontent

• 337 __ |a unmediated |2 rdamedia

• 338 __ |a volume |2 rdacarrier

• 490 0_ |a 营销学精选教材·英文改编版

• 505 0_ |a 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.

• 534 __ |p Reprint. Originally published: |c Harlow, England : Pearson, 2011. |b 5th ed. |z 9780273726227.

• 546 __ |a Table of contents also in Chinese.

• 650 _0 |a Export marketing.

• 650 _0 |a Export marketing |v Case studies.

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