Global marketing: a decision oriented approach

Table of content

Part I: The Decision whether to Internationalize
Global marketing in the firm
Initiation of internationalization
Internationalization theories
Development of the firm’s international competitiveness

Part II: Deciding Which Markets to Enter
Global marketing research
The political and economic environment
The sociocultural environment
The international market selection process

Part III: Market Entry Strategies
Some approaches to the choice of entry mode
Export modes
Intermediate entry modes
Hierarchical modes
International sourcing decisions and the role of the subsupplier

Part IV: Designing the Global Marketing Programme
Product decisions
Pricing decisions and the terms of doing business
Distribution decisions
Communication decisions (promotion strategies)

Part V: Implementing and Coordinating the Global Marketing Programme
Cross-cultural sales negotiations
Organization and control of the global marketing programme
Global e-marketing

Drawing on an incomparable breadth of international examples, Global Marketing not only demonstrates how global marketing works, but also how it relates to real decisions around the world. Written from the perspective of firms competing in international markets, irrespective of their country of origin, this book provides a complete and concentrated overview of the total international planning process.