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. The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you'll gain instant access to this eBook. Time limit TheeBooks products do not have an expiry date. You will continue to access yourdigitalebookproducts whilst you have yourBookshelf installed.
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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