Essentials of Global Marketing, 2nd edition

Published by Pearson (October 12, 2012) © 2013

  • Svend Hollensen University of South Denmark
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  • A print edition

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

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

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