Description
Book SynopsisSvend Hollensen is an Associate Professor of International Marketing at the University of Southern Denmark and has worked as a marketing consultant for several international companies and organisations. As well as this book, he is the author of other Pearson texts, including Marketing Management and Essentials of Global Marketing.
Table of ContentsTable of Contents Preface Acknowledgements Publisher's acknowledgements Abbreviations About the author 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 I Case studies Part II: Deciding which markets to enter
- Global marketing research
- The political and economic environment
- The sociocultural environment
- The international market selection process
Part II Case studies Part III: Market entry strategies
- Some approaches to the choice of entry mode
- Export modes
- Intermediate modes
- Hierarchical modes
- International sourcing decisions and the role of the subsupplier
Part III Case studies Part IV: Designing the global marketing programme
- Product decisions
- Pricing decisions and terms of doing business
- Distribution decisions
- Communication decisions (promotion strategies)
Part IV Case studies Part V: Implementing and coordinating the global marketing programme
- Cross-cultural sales negotiations
- Organization and control of the global marketing programme
Part V Case studies Index
