Global Marketing

This book’s value chain approach offers the reader an analytic decision-oriented framework for the development and implementation of global marketing programmes. Consequently, the reader should be able to analyse, select and evaluate the appropriate conceptual frame-works for approaching the five main management decisions connected with the global marketing process: (1) whether to internationalize; (2) deciding which markets to enter; (3) deciding how to enter the foreign market; (4) designing the global marketing programme; and (5) implementing and coordinating the global marketing programme.
Having studied this book, the reader should be better equipped to understand how the firm can achieve global competitiveness through the design and implementation of ­market-responsive programmes.