Essentials of Global Marketing’ has a clear structure, with a starting point in the SMEs and the five main decisions that SMEs (and larger firms) face in connection with the internationalization process:

Part 1: The decision whether to internationalize
Part 2: Deciding which markets to enter
Part 3: Developing the market entry strategies
Part 4: Designing the global marketing programmes
Part 5: Implementing and coordination the global marketing programme

The book has a 100% global perspective, in delivering cases from all parts of the world to support chapters and parts.
The book has the following key characteristics:
- Excellent supplements (video cases, video clips, PowerPoints etc.)
- Integrates the latest marketing trends
- Overview model of the total global marketing planning process in the beginning of the book