xxv BRIEF CONTENTS Part One An Overview 1 The Scope and Challenge of International Marketing 2 2 The Dynamic Environment of International Trade 28 Part Two The Cultural Environment of Global Markets 3 History and Geography: The Foundations of Culture 54 4 Cultural Dynamics in Assessing Global Markets 96 5 Culture, Management Style, and Business Systems 130 6 The Political Environment: A Critical Concern 170 7 The International Legal Environment: Playing By the Rules 198 Part Three Assessing Global Market Opportunities 8 Developing a Global Vision through Marketing Research 230 9 Economic Development and the Americas 262 10 Europe, Africa, and the Middle East 290 11 The Asia Pacific Region 316 Part Four Developing Global Marketing Strategies 12 Global Marketing Management: Planning and Organization 346 13 Products and Services for Consumers 374 14 Products and Services for Businesses 414 15 International Marketing Channels 442 16 Integrated Marketing Communications and International Advertising 478 17 Personal Selling and Sales Management 524 18 Pricing for International Markets 554 Part Five Implementing Global Marketing Strategies 19 Inventive Negotiations with International Customers, Partners, and Regulators 584 Part Six Supplementary Material THE COUNTRY NOTEBOOK—A Guide for Developing a Marketing Plan 613 CASES Cases can be found in Connect and SmartBook 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 2. The Cultural Environment of Global Marketing 2-1 The Not-So-Wonderful World of EuroDisney— Things Are Better Now at Disneyland Resort Paris 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 Vietnam 2-6 When International Buyers and Sellers Disagree 2-7 McDonald’s and Obesity 2-8 Ultrasound Machines, India, China, and a Skewed Sex Ratio 2-9 Coping with Piracy in China 3. Assessing Global Market Opportunities 3-1 International Marketing Research at the Mayo Clinic 3-2 Swifter, Higher, Stronger, Dearer 3-3 Marketing to the Bottom of the Pyramid 3-4 Continued Growth for Zara and Inditex 3-5 A Sea Launch Recovery? 3-6 Club Med and the International Consumer 3-7 Gillette: The 11-Cent Razor, India, and Reverse Innovation 4. Developing Global Marketing Strategies 4-1 Tambrands—Overcoming Cultural Resistance 4-2 Iberia Airlines Builds a BATNA 4-3 Sales Negotiations Abroad for MRI Systems
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