Global Marketing, Global Edition

<ul> <li>Part I: The decision whether to internationalize </li> <li>1 Global marketing in the firm </li> <li>2 Initiation of internationalization </li> <li>3 Internationalization theories </li> <li>4 Development of the firm’s international competitiveness </li> <li>Part I Case studies </li> <li>Part II: Deciding which markets to enter </li> <li>5 Global marketing research </li> <li>6 The political and economic environment </li> <li>7 The sociocultural environment </li> <li>8 The international market selection process </li> <li>Part II Case studies </li> <li>Part III: Market entry strategies </li> <li>9 Some approaches to the choice of entry mode </li> <li>10 Export modes </li> <li>11 Intermediate modes </li> <li>12 Hierarchical modes </li> <li>13 International sourcing decisions and the role of the subsupplier </li> <li>Part III Case studies </li> <li>Part IV: Designing the global marketing programme </li> <li>14 Product decisions </li> <li>15 Pricing decisions and terms of doing business </li> <li>16 Distribution decisions </li> <li>17 Communication decisions (promotion strategies) </li> <li>Part IV Case studies </li> <li>Part V: Implementing and coordinating the global marketing programme </li> <li>18 Cross-cultural sales negotiations </li> <li>19 Organization and control of the global marketing programme </li> <li>Part V Case studies </li> </ul>