LIST OF “CROSSING BORDERS” BOXES xxxv PART ONE An Overview 1 The Scope and Challenge of International Marketing 2 1.1 Blanca Nieves, La Cenicienta, y Bimbo (Snow White, Cinderella, and Bimbo) 9 1.2 Mobile Phones, Economic Development, and Shrinking the Digital Divide 14 1.3 Spy vs. Spy and the Waldorf Astoria 18 1.4 Risks and Payoffs in International Marketing 23 2 The Dynamic Environment of International Trade 28 2.1 Running in Different Directions, with Scissors 38 2.2 Crossing Borders with Monkeys in His Pants 41 PART TWO The Cultural Environment of Global Markets 3 History and Geography: The Foundations of Culture 54 3.1 Microsoft Adapts Encarta to “Local History” 63 3.2 Innovation and the Water Shortage, from Fog to Kid Power 66 3.3 Where Have All the Women Gone? 80 3.4 History, Geography, and Population Collide in America: Returning to Multigenerational Family Living 81 4 Cultural Dynamics in Assessing Global Markets 96 4.1 Human Universals: The Myth of Diversity? 104 4.2 Culture, Genes, and Take-out Slides 116 4.3 How Social Media Changes Language 119 5 Culture, Management Style, and Business Systems 130 5.1 Don’t Beat Your Mother-in-Law! 139 5.2 The American Tourist and the Mexican Fisherman 142 5.3 Hofstede’s Dimensions and the Gender Divide—Who Is mas MAS? Japan and its “Devil Wives” 151 6 The Political Environment: A Critical Concern 170 6.1 Coke’s Back, and It Still Has the Secret 178 6.2 Trade Does Not Work as a Stick, Only as a Carrot 183 7 The International Legal Environment: Playing By the Rules 198 7.1 C ˇ eské Budeˇjovice, Privatization, Trademarks, and Taste Tests—What Do They Have in Common with Anheuser-Busch? Budweiser, That’s What! 206 7.2 The Kind of Correspondence an International Marketer Doesn’t Want to See 224 PART THREE Assessing Global Market Opportunities 8 Developing a Global Vision through Marketing Research 230 8.1 Headache? Take Two Aspirin and Lie Down 236 8.2 Was Orwell Right in 1949 When He Wrote 1984? 241 8.3 Forecasting the Global Healthcare Market 252 9 Economic Development and the Americas 262 9.1 Marketing in the Third World: Teaching, Pricing, and Community Usage 274 9.2 Taco Bell Tries Again 280 9.3 In Quebec, They Prefer Pepsi 282
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