Global Marketing: A Market-Responsive Approach

Abstract

*Preface *PART 1: THE DECISION WHETHER TO INTERNATIONALIZE *International Marketing in the Firm *Initiation of Internationalization *Export Behaviour Theories *Development of the Firm's International Competitiveness *PART ONE CASES *PART TWO: DECIDING WHICH MARKETS TO ENTER *The International Market Selection (IMS) Process *The International Environment *PART TWO CASES *PART THREE: DECIDING HOW TO ENTER FOREIGN MARKETS (MARKET ENTRY STRATEGIES *Some Approaches to the Choice of Entry Mode *Export Modes *Intermediate Entry Modes (Contractual Entry Modes) *Hierarchical Modes *International Sourcing Decisions and the Role of the Subsupplier *PART THREE CASES *DESIGNING THE INTERNATIONAL MARKETING PROGRAMME *Product Decisions *Pricing Decisions and Terms of Doing Business *Distribution Decisions *Communication Decisions (Promotion Strategies) *PART FOUR CASES *IMPLEMENTING AND COORDINATING THE INTERNATIONAL MARKETING PROGRAMME *International Sales Negotiations *Organization and Control of the International Marketing Programme *PART FIVE CASES *Appendix A: International Marketing Research/Decision Support System *Summary

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 135 citations exist upstream.