Essentials of Global Marketing, 2nd edition

Published by Pearson (July 12, 2012) © 2012

  • 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.  

This edition includes a Companion Website.

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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