List of “Crossing Borders” Boxes xxxvi 10 Europe, Africa, and the Middle East 290 10.1 The Big Mac and Moscow Machinations 304 11 The Asia Pacific Region 316 11.1 East Comes West and Back Again 328 11.2 There’s Good Spam and Bad Spam in South Korea 335 11.3 Comments on Dealing with Dialects in China 339 11.4 Culture Changes, Celebrations Spread from the South 343 PART FOUR Developing Global Marketing Strategies 12 Global Marketing Management: Planning and Organization 346 12.1 Swedish Takeout 353 12.2 Alligators and the Alligator 354 12.3 The Men Who Would Be Pizza Kings 364 13 Products and Services for Consumers 374 13.1 In Germany, Video Games Showing Frontal Nudity Are OK, but Blood Is Verboten 382 13.2 Seeds of Fashion: Eastern vs. Western Counter-Culture Movements and a Look at the Gothic Lolitas of Harajuku, Japan 386 13.3 So, Your Computer Isn’t Working? 398 14 Products and Services for Businesses 414 14.1 Sewage and Swamps: A Preview of Renewable Energy Technologies 425 14.2 No More Aching Feet, but What about the 15-Ton Russian Tank? 435 15 International Marketing Channels 442 15.1 It Depends on What “Not Satisfied” Means 452 15.2 Gourmet Goes to Paris 466 16 Integrated Marketing Communications and International Advertising 478 16.1 PR in the PRC 484 16.2 How Do You Say “Tapestry” in Swedish? 502 16.3 Advertising Themes that Work in Japan, Including a Polite Duck 507 16.4 Is the World Wide Web Actually Building Borders? 522 17 Personal Selling and Sales Management 524 17.1 How Important Are Those Meetings? 538 17.2 A Look into the Future: Tomorrow’s International Leaders? An Education for the 21 st Century 549 18 Pricing for International Markets 554 18.1 Inside the iPhone Gray Market 558 18.2 Don’t Squeeze the Charmin, Mr. Whipple—Or Change the Color 562 18.3 Psychological Pricing in China, the Lucky 8 575 PART FIVE Implementing Global Marketing Strategies 19 Inventive Negotiations with International Customers, Partners, and Regulators 584 19.1 Poker Faces and Botox Injections 593 19.2 The Digital Impact on International Negotiations 603 19.3 Fishing for Business in Brazil 606
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