Global Marketing

Structure of the book is according to the five main decisions that SMEs (and larger firms) face in connection with the internationalization process

Part 1: The decision whether to internationalize

Part 2: Deciding which markets to enter

Part 3: Developing the market entry strategies

Part 4: Designing the global marketing programmes

Part 5: Implementing and coordination the global marketing programme

In total there are 77 cases (+ examples) from all parts of the world: Europe, Africa, Middle East, Asia (e.g. India and China), Pacific, North America and South America.

Supplements for the book (on www.pearsoned.co.uk/hollensen):

- Video case studies, featuring 19 global companies (one video per chapter). Videos in full length are available on a DVD

- PowerPoint slides per chapter, with clips from the video case studies