Table of Contents

Part I - An Overview

Chapter 1 - The Scope and Challenge of International Marketing

Chapter 2 - The Dynamic Environment of International Trade

Part II - The Cultural Environment of Global Markets

Chapter 3 - Geography and History: The Foundations of Cultural Understanding

Chapter 4 - Cultural Dynamics in Assessing Global Markets

Chapter 5 - Business Customs in Global Marketing

Chapter 6 - The Political Environment

Chapter 7 - The International Legal Environment

Part III - Assessing Global Market Opportunities

Chapter 8 - Developing a Global Vision through Marketing Research

Chapter 9 - Emerging Markets

Chapter 10 - Multinational Market Regions and Market Groups

Part IV - Developing Global Markets

Chapter 11 - Global Marketing Management: Planning and Organization

Chapter 12 - Creating Products for Consumers in Global Markets

Chapter 13 - Marketing Industrial Products and Services

Chapter 14 - Distribution Systems

Chapter 15 - Exporting and Logistics: Special Issues for the Small Business

Chapter 16 - The Global Advertising and Promotion E66ort

Chapter 17 - Personal Selling and Sales Management

Chapter 18 - Pricing for International Markets

Part V - Implementing Global Marketing Strategies

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

Part VI - Supplementary Material

- The Country Notebook--A Guide for Developing a Marketing Plan

- Cases