Essentials of global marketing
Author(s)
Bibliographic Information
Essentials of global marketing
Financial Times Prentice Halll, 2008
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Note
"Shortened version of: Global marketing. 4th ed. 2007"--CIP on t.p. verso
Includes bibliographical references and index
Description and Table of Contents
Description
Essentials of Global Marketing' has a clear structure, with a starting point in the SMEs and the five main decisions that SMEs (and larger firms) face in connection with the internationalization process:
Part 1: The decision whether to internationalize
Part 2: Deciding which markets to enter
Part 3: Developing the market entry strategies
Part 4: Designing the global marketing programmes
Part 5: Implementing and coordination the global marketing programme
The book has a 100% global perspective, in delivering cases from all parts of the world to support chapters and parts.
The book has the following key characteristics:
- Excellent supplements (video cases, video clips, PowerPoints etc.)
- Integrates the latest marketing trends
- Overview model of the total global marketing planning process in the beginning of the book
Table of Contents
1. Global Marketing in the firm
2. Initiation of internationalisation
3. Internationalisation theories
4. Development of the firm's international competitiveness
5. The political and economic environment
6. The sociocultural environment
7. The international market selection process
8. Some approaches to the choice of entry mode
9. Export, intermediate and hierarchical entry modes
10. International buyer-seller relationships
11. Product and pricing decisions
12. Distribution and communication decisions
13. Cross-cultural sales negotiations
14. Organisation and control of the global marketing programme
by "Nielsen BookData"