Preface
About the author
Abbreviations
Acknowledgements
Publishers acknowledgements
Part I. The decision to internationalize
Part I. Video case study
Chapter 1. Global marketing in the firm
Chapter 2 Initiation of internationalization
Chapter 3 Internationalization theories
Chapter 4 Development of the firms international competitiveness
Part I. Case studies
Part II. Deciding which markets to enter
Part II. Video case study
Chapter 5. The political and economic environment
Chapter 6. The sociocultural environment
Chapter 7. The international market selection process
Part II. Case studies
Part III. Market entry strategies
Part III. Video case study
Chapter 8. Some approaches to the choice of entry mode
Chapter 9. Export, intermediate and hierarchical entry modes
Chapter 10. International buyer-seller relationships
Part III. Case studies
Part IV. Designing the global marketing programme
Part IV. Video case study
Chapter 11. Product and pricing decisions
Chapter 12. Distribution and communication decisions
Part IV. Case studies
Part V. Implementing and coordinating the global marketing programme
Part V. Video case study
Chapter 13. Cross-cultural sales negotiations
Chapter 14. Organization and control of the global marketing programme
Part V. Case studies

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