The book is organised into six part: Part 1,Introduction and Overview,provides a big-picture approach and introduces the field of global marketing.
Part 2,The Global Marketing Environment, covers the major dimensions of the environment of global marketing: economic,social and cultural,political,legal and regulatory and,in particular in this day and age,the information technology environment.
Part 3 , Analysis and Targeting Global Market opportunities, is devoted to assessing marketing opportunities, as well as segmenting, targeting and positioning.
Part 4 focuses on Global Marketing Strategy and discusses issues like market selection and market entry alternatives as well as global competition and strategy. Part 5, Creating gramme, concludes the book with a focus on implementation. It address the task of organising and controlling the global strategy and also attempts to provide a glimpse into the future of global marketing.
Part 1 Introduction and overview
Part 2 The global marketing environment
Part 3 Analysing and targeting global market opportunities
Part 4 Global marketing strategy
Part 5 Creating global marketing programmes
Part 6 Managing the global marketing programme