International Marketing: 2002 Update

by Czinkota, Michael R.

• ISBN13: 9780030330964
• ISBN10: 0030330963
• Edition: 1st
• Format: Paperback
• Copyright: 2001-06-01
• Publisher: Thomson Learning

Table of Contents

Preface	vii
About the Authors	xv
PART ONE The International Environment
The International Marketing Imperative	2	(28)
International Trade Institutions and U.S. Trade Policy	30	(27)
The Cultural Environment	57	(35)
The Economic Environment	92	(41)
The Financial Environment	133	(28)
The International Political and Legal Environment	161	(63)
Video Case: Global Vendor Relations at Pier 1 Imports	188	(2)
IKEA in the USA	190	(5)
The World Car Market	195	(5)
Hong Kong: The Market of the Future or No Future	200	(7)
U.S. Tobacco Exports: A New Perspective	207	(5)
The Once and Future Ivory Trade	212	(6)
One Afternoon at the United States International Trade Commission	218	(6)
PART TWO Beginning International Marketing Activities
Building the Knowledge Base	224	(41)
The Export Process	265	(20)
Export Intermediaries, Licensing, and Franchising	285	(18)
Product Adaptation	303	(28)
Export Pricing Strategies	331	(26)
International Communications	357	(31)
Channels and Distribution Strategies	388	(76)
Water from Iceland	427	(6)
Joemarin Oy	433	(6)
Sperry/MacLennan Architects and Planners	439	(5)
Spectrum Color Systems, Inc.	444	(6)
Video Case: Lakewood Chopsticks Exports	450	(3)
Otjiwarongo Crocodile Ranch	453	(6)
Damar International	459	(5)
PART THREE Global Marketing Management
Global Strategic Planning	464	(23)
Global Market Expansion	487	(21)
Product and Brand Management	508	(28)
Services Marketing	536	(26)
Global Pricing Strategies	562	(20)
Logistics and Supply Chain Management	582	(32)
Global Promotional Strategies	614	(34)
Marketing Organization, Implementation, and Control	648	(78)
Amazon.com	677	(6)
Benetton	683	(2)
Parker Pen Company	685	(3)
Nova Scotia	688	(6)
AOL: International Expansion	694	(2)
Nike in Southeast Asia	696	(3)
Video Case: ESPN	699	(2)
Aftermath of an Environmental Disaster: Union Carbide in Bhopal	701	(4)
Establishing an Overseas Law Office	705	(3)
Video Case: Whirlpool and the Global Appliance Industry	708	(4)
Attracting Foreign Direct Investment: German Luxury Cars in the U.S.	712	(4)
Comeback from a Near-Death Experience: Audi of America 1992--1997	716	(4)
Marketing and the Environment: Tuna versus Dolphins	720	(6)
PART FOUR International Marketing Transitions
Countertrade	726	(20)
Newly Emerging Markets	746	(20)
The Future	766
Kadimi Group	788
Customer Service Online: The HP Designjet	792
Ecological Cooling: The Fridge from Eastern Germany	799
The F-18 Hornet Offset	802
An Expatriate Tour in EI Salvador	809
Video Case: A Taste of the West	813
Credits and Acknowledgments	P-1
Name Index	I-1
Subject Index	I-7