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Global Marketing: internationalization theories, entry modes, global marketing research, environment...
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RésuméSummary of a book called "Global Marketing".
Table of contents:
I) Internationalization theories
II) The political and economic environment: how to face and to adapt to macro environment factors (uncomplete)?
III) Global marketing research
IV) The international market selection process
V) Some approaches to the choice of entry mode
VI) Export modes
VII) The sociocultural environment
VIII) Intermediate entry mode
IX) Hierarchical modes
X) Communication decisions
XI) Pricing decisions and terms of doing business
XII) Distribution decision
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