Part One An Overview

1. The Scope and Challenge of International Marketing

2. The Dynamic Environment of International Trade

Part Two 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 Three Assessing Global Market Opportunities

8. Developing a Global Vision through Marketing Research

9. Emerging Markets

10. Multinational Market Regions and Market Groups

Part Four Developing Global Marketing Strategies

11. Global Marketing Management: Planning and Organization

12. Products and Services for Consumers

13. Products and Services 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 Five Implementing Global Marketing Strategies

19. Negotiating with International Customers, Partners, and Regulators

Part Six Supplementary Material

THE COUNTRY NOTEBOOK— A Guide for Developing a Marketing Plan

CASES

1. An Overview

2. The Cultural Environment of Global

3. Assessing Global Market Opportunities

4. Developing Global Marketing Strategies