Preamble
Contents (2nd edition)
The sample chapter content associated with the icons below has now been removed pending the upcoming publication of the book’s third edition.
Prologue
Towards a European Union?
Chapter One
The Principles of International Free Trade and Global Business Strategy
Chapter Two
A Framework for Global Business Strategy Success
Chapter Three
Analyse Global Markets
Chapter Four
Select High Potential Global Markets
Chapter Five
Determine Market Entry Mode: Serving Global Markets
Chapter Six
Develop the Go-to-Market Plan
Chapter Seven
Manage the Global Marketing Mix
Chapter Eight
Manage the Global Brand
Chapter Nine
Implementing Global Business Strategies
Chapter Ten
A Stakeholder Perspective on Global Business Strategy
Epilogue
Globalization: And How to Survive It
Appendix One
Milestones in the History of Globalization: A Sample
Appendix Two
Author’s Recommended Books and Business Biographies
References
A brief overview of the role of referencing in the book
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