Svend Hollensen is Associate Professor of International Marketing at the University of Southern Denmark and has worked as a marketing consultant for several international companies and organisations.

Part 1 - The Decision to Internationalize1. Global Marketing in the firm
2. Initiation of internationalisation
3. Internationalisation theories Part 2 - Deciding Which Markets to Enter4. Development of the firm's international competitiveness
5. The political and economic environment
6. The sociocultural environment
7. The international market selection process Part 3 - Market Entry Strategies8. Some approaches to the choice of entry mode
9. Export, intermediate and hierarchical entry modes
10. International buyer-seller relationships Part 4 - Designing the Global Marketing Programme11. Product and pricing decisions
12. Distribution and communication decisionsPart 5 - Implementing and Coordinating the Global Marketing Programme13. Cross-cultural sales negotiations
14. Organisation and control of the global marketing programme