About the authors
Preface
Acknowledgements
Part I
Chapter 1 International marketing in the company
Chapter 2 Initiation of internationalization
Chapter 3 Theoretical models for internationalization
Chapter 4 Development of the company's international competitiveness
Part II
Chapter 5 International marketing research
Chapter 6 The political and economic international marketing environment
Chapter 7 The cultural international marketing environment
Chapter 8 The international market selection process
Part III
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
Chapter 14 Product decisions in international marketing
Chapter 15 Pricing decisions in the international marketing programme
Chapter 16 Distribution decisions
Chapter 17 Communication decisions (promotion strategies)
Part V
Chapter 18 Organization, implementation and control of the international marketing programme
Footnotes
Glossary

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