Global marketing

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 -- Case studies. 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 -- Case studies. Part III, Market entry strategies : 9 Some approaches to the choice of entry mode -- 10 Export modes -- 11 Intermediate modes -- 12 Hierarchical modes -- 13 International sourcing decisions and the role of the subsupplier -- Case studies. Part IV, Designing the global marketing programme : 14 Product decisions -- 15 Pricing decisions and terms of doing business -- 16 Distribution decisions -- 17 Communication decisions (promotion strategies) -- Case studies. Part V, Implementing and coordinating the global marketing programme : 18 Cross-cultural sales negotiations -- 19 Organization and control of the global marketing programme -- Case studies