Essentials of Global Marketing, 2nd Edition

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

Part 2: Deciding which markets to enter
Chapter 5. The political and economic environment
Chapter 6. The sociocultural environment
Chapter 7. The international market selection process

Part 3: Market entry strategies
Chapter 8. Some approaches to the choice of entry mode
Chapter 9. Export, intermediate and hierarchical entry modes
Chapter 10. International buyer–seller relationships

Part 4: Designing the global marketing programme
Chapter 11. Product and pricing decisions
Chapter 12. Distribution and communication decisions

Part 5: Implementing and coordinating the global marketing programme
Chapter 13. Cross-cultural sales negotiations
Chapter 14. Organization and control of the global marketing programme