• Summary
  • Contents
  • Subject index

The Sage Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically. It is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.

The Stages of Development Model of International Market Entry
The stages of development model of international market entry

The means by which firms enter foreign markets, and become truly multinational, have been a subject of study for many years. Because the global marketplace is diverse and dynamic, the study has proved surprisingly difficult: the ‘typical’ model has been more than somewhat elusive.

Two main schools of thought on the internationalisation of the firm have emerged from the debate. The first is the Uppsala, or stages of development, approach developed by academics at Uppsala University. This model proposes that firms go through a series of stages in becoming international and (eventually) global firms. ...

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