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PART ONE: AN OVERVIEW
Chapter 1: The Scope and Challenge of International Marketing
Chapter 2: The Dynamic Environment of International Trade
PART TWO: THE CULTURAL ENVIRONMENT OF GLOBAL MARKETS
Chapter 3: History and Geography: The Foundations of Culture
Chapter 4: Cultural Dynamics in Assessing Global Markets
Chapter 5: Culture, Management Style, and Business Systems
Chapter 6: The Political Environment: A Critical Concern
Chapter 7: The International Legal Environment: Playing By the Rules
PART THREE: ASSESSING GLOBAL MARKET OPPORTUNITIES
Chapter 8: Developing a Global Vision through Marketing Research
Chapter 9: Economic Development and the Americas
Chapter 10: Europe, Africa, and the Middle East
Chapter 11: The Asia Pacific Region
PART FOUR: DEVELOPING GLOBAL MARKETING STRATEGIES
Chapter 12: Global Marketing Management: Planning and Organization
Chapter 13: Products and Services for Consumers
Chapter 14: Products and Services for Businesses
Chapter 15: International Marketing Channels
Chapter 16: Integrated Marketing Communications and International Advertising
Chapter 17: Personal Selling and Sales Management
Chapter 18: Pricing for International Markets
PART FIVE: IMPLEMENTING GLOBAL MARKETING STRATEGIES
Chapter 19: Inventive Negotiations with International Customers, Partners, and Regulators
PART SIX: SUPPLEMENTARY MATERIAL
The Country Notebook—A Guide for Developing a Marketing Plan
CASES (Cases can be found in SmartBook or the Instructor Resources within Connect)
An Overview
1-1 Starbucks—Going Global Fast 1
1-2 Nestle´: The Infant Formula Controversy
1-3 Coke and Pepsi Learn to Compete in India
1-4 Marketing Microwave Ovens to a New Market Segment
1-5 Living in a Box . . . The Way of the Future?
The Cultural Environment of Global Marketing
2-1 The Not-So-Wonderful World of EuroDisney—to Paris, Hong Kong, Shanghai, and Beyond
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
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 Counterfeit Mobile Phones in Southeast Asia
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 Club Med and the International Consumer
3-6 Gillette: The 11-Cent Razor, India, and Reverse Innovation
3-7 Amazon in Emerging Markets
Developing Global Marketing Strategies
4-1 Tambrands—Overcoming Cultural Resistance
4-2 Futuram’s Risk Management Strategy
4-3 Sales Negotiations Abroad for MRI Systems
4-4 National Office Machines—Motivating Japanese Salespeople: Straight Salary or Commission?
4-5 AIDS, Condoms, and Carnival
4-6 Making Socially Responsible and Ethical Marketing Decisions: Selling Tobacco to Third World Countries
4-7 The Obstacles to Introducing a New Product into a New Market
4-8 Mary Kay in India 4-9 Noland Stores Cleans Up Its Act
