MARK343

Part I Video case study: Uber 1.Global marketing in the firm 2.Initiation of internationalization 3.Internationalization theories 4.Development of the firm's international competitiveness 5.Global marketing research 6.The political and economic environment 7.The sociocultural environment 8.The international market selection process Part II Case studies Part III Video case study: Mailer Yogurts [&​#x2014;] entering the US market 9.Some approaches to the choice of entry mode 10.Export modes 11.Intermediate entry modes 12.Hierarchical modes 13.International sourcing decisions and the role of the subsupplier 14.Product decisions 15.Pricing decisions and terms of doing business 16.Distribution decisions 17.Communication decisions (promotion strategies) 18.Cross-cultural sales negotiations 19.Organization and control of the global marketing programme

All good marketing is local. Global companies know this and are going "glocal".There is also a trend towards the ‘Internet of Everything’, which revolutionizes the whole marketing discipline. Svend Hollensen has captured all the latest trends very well with the new cases in his seventh edition of Global Marketing." Philip Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University.