xxxviii, 714 pages : color illustrations, color maps ; 27 cm
text txt rdacontent
unmediated n rdamedia
volume nc rdacarrier
Previous edition: 2004.
Includes bibliographical references and index.
Written from the perspective of the firm competing in international markets, this book is developed primarily for undergraduate and graduate courses in global/international marketing. It will also appeal to marketing managers who wish to keep abreast of the most recent developments in the field.
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 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 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 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 V. Implementing and Coordinating the Global Marketing Programme -- 18. Cross-cultural sales negotiations -- 19. Organization and control of the global marketing programme.