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Essentials of Global Marketing offers a concise and manageable approach to the subject. The accessible structure takes the reader through the entire international marketing planning process, and fundamental concepts are illuminated by examples from a wide range of companies, small and large, from around the world.   The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you'll gain instant access to this eBook. Time limit The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.

Essentials of Global Marketing

• Essentials of Global Marketing


• Brief Contents


• Contents


• Guided tour


• Preface


• About the author


• Abbreviations


• Acknowledgements


• Publisher?s acknowledgements


• Part 1: The decision to internationalize


• Part I Video case study: Acme Whistles Ltd: an SME is globalizing its whistles sales


• Introduction to Part I


• Global marketing in the firm


• Learning objectives


• Introduction to globalization


• The process of developing the global marketing plan


• Should the company internationalize at all?


• Development of the ?global marketing? concept


• Forces for ?global integration? and ?market responsiveness?


• The value chain as a framework for identifying international


• Value shop and the ?service value chain?


• Information business and the virtual value chain


• Summary


• Questions for discussion


• References


• Initiation of internationalization


• Learning objectives


• Introduction


• Internationalization motives


• Triggers of export initiation (change agents)


• Internationalization barriers/risks


• Summary


• Questions for discussion


• References


• Internationalization theories


• Learning objectives


• Introduction


• The Uppsala internationalization model


• The transaction cost analysis (TCA) model


• The network model


• Born globals


• Summary


• Questions for discussion


• References


• Development of the firm?s international competitiveness


• Learning objectives


• Introduction


• Analysis of national competitiveness (the Porter diamond)


• Competition