xxvii PART ONE AN OVERVIEW 1 The Scope and Challenge of International Marketing 2 The Internationalization of U.S. Business 7 International Marketing Defined 10 The International Marketing Task 11 Marketing Decision Factors 11 Aspects of the Domestic Environment 12 Aspects of the Foreign Environment 13 Environmental Adaptation Needed 15 The Self-Reference Criterion and Ethnocentrism: Major Obstacles 16 Developing a Global Awareness 19 Stages of International Marketing Involvement 20 No Direct Foreign Marketing 21 Infrequent Foreign Marketing 21 Regular Foreign Marketing 21 International Marketing 22 Global Marketing 22 The Orientation of International Marketing 24 2 The Dynamic Environment of International Trade 28 The Twentieth to the Twenty-First Century 31 World Trade and U.S. Multinationals 32 Beyond the First Decade of the Twenty-First Century 34 Balance of Payments 35 Protectionism 37 Protection Logic and Illogic 38 Trade Barriers 40 Easing Trade Restrictions 45 The Omnibus Trade and Competitiveness Act 45 General Agreement on Tariffs and Trade 46 World Trade Organization 47 Skirting the Spirit of GATT and WTO 48 The International Monetary Fund and World Bank Group 49 Protests against Global Institutions 51
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