Global Marketing: A Decision-Oriented Approach, 4th Edition

 Content: Preface to the fourth edition  Guided tour of the book  Acknowledgements  Publisher\'s acknowledgements  Abbreviations  E-marketing terminology  About the author  PART I THE DECISION WHETHER TO INTERNATIONALIZE  1 Global marketing in the firm  2 Initiation of internalization  3 Internationalization theories  4 Development of the firm\'s international competitiveness  Part I Case studies  PART II DECIDING WHICH MARKETS TO ENTER  5 Global marketing research  6 The political and economic environment  7 The sociocultural environment  8 The international market selection process  Part II Case studies  PART III MARKET ENTRY STRATEGIES  9 Some approaches to the choice of entry mode  10 Export modes  11 Intermediate entry modes  12 Hierarchical modes  13 International sourcing decisions and the role of the subsupplier  Part III Case studies  PART IV DESIGNING THE GLOBAL MARKETING PROGRAMME  14 Product designs  15 Pricing decisions and terms of doing business  16 Distribution decisions  17 Communication decisions (promotion strategies)  Part IV Case studies  PART V IMPLEMENTING AND COORDINATING THE GLOBAL MARKETING PROGRAMME  18 Cross-cultural sales negotiations  19 Organization and control of the global marketing programme  Part V Case studies  Index  EXCLUSIVE TO THE WEB: 20 Global e-marketing