Essentials of Global Marketing, 2nd edition

Published by Pearson (October 12, 2012) © 2013

  • Svend Hollensen University of South Denmark
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Title overview

Essentials of Global Marketing offers a concise and manageable approach to the subject. The accessible structure takes the reader through the entire international marketing planning process, and fundamental concepts are illuminated by examples from a wide range of companies, small and large, from around the world.

Table of contents

  • Part 1 - The Decision to Internationalize
  • 1. Global Marketing in the firm
  • 2. Initiation of internationalisation
  • 3. Internationalisation theories
  • Part 2 - Deciding Which Markets to Enter
  • 4. Development of the firm's international competitiveness
  • 5. The political and economic environment
  • 6. The sociocultural environment
  • 7. The international market selection process
  • Part 3 - Market Entry Strategies
  • 8. Some approaches to the choice of entry mode
  • 9. Export, intermediate and hierarchical entry modes
  • 10. International buyer-seller relationships
  • Part 4 - Designing the Global Marketing Programme
  • 11. Product and pricing decisions
  • 12. Distribution and communication decisions
  • Part 5 - Implementing and Coordinating the Global Marketing Programme
  • 13. Cross-cultural sales negotiations
  • 14. Organisation and control of the global marketing programme

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