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.
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Autorentext
Svend Hollensen is Associate Professor of International Marketing at the University of Southern Denmark and has worked as a marketing consultant for several international companies and organisations. His other Pearson books include - among others - Global Marketing, Seventh Edition, published in 2017.
Inhalt
- 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