Part One
An Overview
1.1
The Scope and Challenge of International Marketing 2
2.2
The Dynamic Environment of International Trade 28
Part Two
The Cultural Environment of Global Markets
1.3
History and Geography: The Foundations of Culture 54
2.4
Cultural Dynamics in Assessing Global Markets 96
3.5
Culture, Management Style, and Business Systems 130
4.6
The Political Environment: A Critical Concern 170
5.7
The International Legal Environment: Playing By the Rules 198
Part Three
Assessing Global Market Opportunities
1.8
Developing a Global Vision through Marketing Research 230
2.9
Economic Development and the Americas 262
3.10
Europe, Africa, and the Middle East 290
4.11
The Asia Pacific Region 316
Part Four
Developing Global Marketing Strategies
1.12
Global Marketing Management: Planning and Organization 346
2.13
Products and Services for Consumers 374
3.14
Products and Services for Businesses 414
4.15
International Marketing Channels 442
5.16
Integrated Marketing Communications and International Advertising 478
6.17
Personal Selling and Sales Management 524
7.18
Pricing for International Markets 554
Part Five
Implementing Global Marketing Strategies
1.19
Inventive Negotiations with International Customers, Partners, and Regulators 584
Part Six
Supplementary Material
The Country Notebook—A Guide for Developing a Marketing Plan 613
Cases
Cases can be found in Connect and SmartBook