About the book

Drawing 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.

Contents:

Part I: The Decision whether to Internationalize

1. Global marketing in the firm
2. Initiation of internationalization
3. Internationalization theories
4. Development of the firm’s international competitiveness

Part II: Deciding Which Markets to Enter

5. Global marketing research
6. The political and economic environment
7. The sociocultural environment
8. The international market selection process

Part III: Market Entry Strategies

9. Some approaches to the choice of entry mode
10. Export modes
11. Intermediate entry modes
12. Hierarchical modes
13. International sourcing decisions and the role of the subsupplier

Part IV: Designing the Global Marketing Programme

14. Product decisions
15. Pricing decisions and the terms of doing business
16. Distribution decisions
17. Communication decisions (promotion strategies)

Part V: Implementing and Coordinating the Global Marketing Programme

18. Cross-cultural sales negotiations
19. Organization and control of the global marketing programme
20. Global e-marketing