International marketing : strategy development and implementation

chapter 1 Introduction -- part Part I Developing strategic thrust in a globalising world -- chapter 2 International business environment: from local to global markets -- chapter 3 The internationalisation process and firm resources -- chapter 4 Strategy development in international markets -- part Part II Decisions in international marketing -- chapter 5 Information for international marketing decisions -- chapter 6 Market selection and market portfolio -- chapter 7 Operation modes in international markets -- chapter 8 Partners in international marketing -- chapter 9 Standardisation and adaptation of international marketing -- chapter 10 Product strategies in international markets -- chapter 11 Promotion decisions in international markets -- chapter 12 Pricing decisions in international markets -- part Part III Planning and organising the international marketing effort -- chapter 13 Planning the international marketing effort -- chapter 14 Organising the international marketing effort -- chapter 15 Epilogue – concluding remarks.