| Part I An Overview |
| 1. The Scope and Challenge of International Marketing |
| 2. The Dynamic Environment of International Trade |
| |
| Part II The Cultural Environment of Global Markets |
| 3. History and Geography: The Foundations of Culture |
| 4. Cultural Dynamics in Assessing Global Markets |
| 5. Culture, Management Style, and Business Systems |
| 6. The Political Environment: A Critical Concern |
| 7. The International Legal Environment: Playing by the Rules |
| |
| Part III Assessing Global Market Opportunities |
| 8. Developing a Global Vision through Market Research |
| 9. Emerging Markets |
| 10. Multinational Market Regions and Market Groups |
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| Part IV Developing Global Marketing Strategies |
| 11. Global Marketing Management: Planning and Organization |
| 12. Products and Services for Consumers |
| 13. Products and Consumers for Businesses |
| 14. International Marketing Channels |
| 15. Exporting and Logistics: Special Issues for Business |
| 16. Integrated Marketing Communications and International Advertising |
| 17. Personal Selling and Sales Management |
| 18. Pricing for International Markets |
| |
| Part V Implementing Global Marketing Strategies |
| 19. Negotiating with International Customers, Partners, and Regulators |
| |
| Part VI Supplementary Material |
| A. The Country Notebook |
| B. Cases |
2005 McGraw-Hill Higher Education