International Marketing Strategy

Abstract

Part I: The Decision to Internationalize. International Marketing in the Firm. Theories of the Firm in International Markets. Resources and Managerial Capacity. Strategic Options for the Firm. Part II: International Marketing Environment. Global, Regional and Emerging Markets. The Socio-Cultural Environment. Public Policy Environment. Creating Competitive Advantage. Part III: How the Firm Enters International Markets. International Markets and Customers. Analysis of International Competitors. Entering International Markets. Exporting. Competitive Alliances. Foreign Direct Investment. Part IV: The International Marketing Programme. The Consumer Products Firm. The Industrial Products Firm. The Services Firm. Part V: Implementing the International Marketing. International Distribution Channels. Selling and Negotiating in International Markets. Managing International Marketing Operations.

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