Chapter 1: The Scope and Challenge of International Marketing
Chapter 2: The Dynamic Environment of International Trade

Chapter 3: History and Geography: The Foundations of Culture
Chapter 4: Cultural Dynamics in Assessing Global Markets
Chapter 5: Culture, Management Style, and Business Systems
Chapter 6: The Political Environment: A Critical Concern
Chapter 7: The International Legal Environment: Playing by the Rules

Chapter 8: Developing a Global Vision through Marketing Research
Chapter 9: Emerging Markets
Chapter 10: Multinational Market Regions and Market Groups

Chapter 11: Global Marketing Management: Planning and Organization
Chapter 12: Products and Services for Consumers
Chapter 13: Products and Services for Businesses
Chapter 14: International Marketing Channels
Chapter 15: Exporting and Logistics: Special Issues for Business
Chapter 16: Integrated Marketing Communications and International Advertising
Chapter 17: Personal Selling and Sales Management
Chapter 18: Pricing for International Markets

Chapter 19: Negotiating with International Customers, Partners, and Regulators

THE COUNTRY NOTEBOOK -- A Guide for Developing a Marketing Plan

CASES

Case 1: An Overview

1-1: Starbucks -- Going Global Fast
1-2: Nestlé: The Infant Formula Controversy
1-3: Coke and Pepsi Learn to Compete in India
1-4: Marketing Microwave Ovens to a New Market Segment

Case 2: The Cultural Environment of Global Marketing

2-1: The Not-So-Wonderful World of EuroDisney -- Things Are Better Now at Paris Disneyland
2-2: Cultural Norms, Fair & Lovely, and Advertising
2-3: Starnes-Brenner Machine Tool Company: To Bribe or Not to Bribe?
2-4: Ethics and Airbus
2-5: Coping with Corruption in Trading with China
2-6: When International Buyers and Sellers Disagree
2-7: McDonald's and Obesity

Case 3: Assessing Global Market Opportunities

3-1: International Marketing Research at the Mayo Clinic
3-2: Swifter, Higher, Stronger, Dearer
3-3: easyCar.com
3-4: Marketing to the Bottom of the Pyramid

Case 4: Developing Global Marketing Strategies

4-1: McDonald's Great Britain -- The Turnaround
4-2: Tambrands: Overcoming Cultural Resistance
4-3: Iberia Airlines Builds a BATNA
4-4: Sales Negotiations Abroad for MRI Systems
4-5: National Office Machines -- Motivating Japanese Salespeople: Straight Salary or Commission?
4-6: AIDS, Condoms, and Carnival
4-7: Making Socially Responsible and Ethical Marketing Decisions: Selling Tobacco to Third World Countries