Global Marketing

Svend Hollensen is Associate Professor of International Marketing at the University of Southern Denmark and has worked as a marketing consultant for several international companies and organisations. His other Financial Times Prentice Hall books include Marketing Management (2nd edition), published in 2010.

Part 1 THE DECISION WHETHER TO INTERNATIONALIZE

1 Global marketing in the firm
2 Initiation of internationalization
3 Internationalization theories
4 Development of the firm's international competitiveness

Part 2 DECIDING WHICH MARKETS TO ENTER

5 Global marketing research
6 The political and economic environment
7 The sociocultural environment
8 The international market selection process

Part 3 MARKET ENTRY STRATEGIES

9 Some approaches to the choice of entry mode
10 Export modes
11 Intermediate entry modes
12 Hierarchical modes
13 International sourcing decisions and the role of the sub-supplier

Part 4 DESIGNING THE GLOBAL MARKETING PROGRAMME

14 Product decisions
15 Pricing decisions and the terms of doing business
16 Distribution decisions
17 Communication decisions (promotion strategies)

Part 5 IMPLEMENTING AND COORDINATING THE GLOBAL MARKETING PROGRAMME

18 Cross-cultural sales negotiations
19 Organization and control of the global marketing programme