Preface
Acknowledgements
Publishers acknowledgements
Abbreviations
About the author
Part I. The decision whether to internationalize
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 II. Deciding which markets to enter
Chapter 5. Global marketing research
Chapter 6. The political and economic environment
Chapter 7. The sociocultural environment
Chapter 8. The international market selection process
Part III. Market entry strategies
Chapter 9. Some approaches to the choice of entry mode
Chapter 10. Export modes
Chapter 11. Intermediate modes
Chapter 12. Hierarchical modes
Chapter 13. International sourcing decisions and the role of the subsupplier
Part IV. Designing the global marketing programme
Chapter 14. Product decisions
Chapter 15. Pricing decisions and terms of doing business
Chapter 16. Distribution decisions
Chapter 17. Communication decisions (promotion strategies)
Part V. Implementing and coordinating the global marketing programme
Chapter 18. Cross-cultural sales negotiations
Chapter 19. Organization and control of the global marketing programme

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