Synopses & Reviews
This text continues to dominate the field of International Marketing. Its long standing tradition as the market leader is strengthened in this edition with an increase in coverage of technology¿s impact on the international market arena and a more comprehensive website, helping to provide updates to text content in this continually changing field.
Table of Contents
Part I An Overview 1. The Scope and Challenge of International Marketing 2. The Dynamic Environment of Global Business Part II The Cultural Environment of Global Markets 3. Geography and History: The Foundation of Cultural Understanding (in color!!!!) 4. Cultural Dynamics in Assessing Global Markets 5. Business Customs and Practices in Global Marketing 6. The Political Environment: A critical issue 7. Playing by the Rules: The International Legal Environment Part III Assessing Global Market Opportunities 8. Developing a Global vision through market research 9. Emerging Markets of the world 10. Multinational Market Regions and Market Groups Part IV Developing Global Marketing Strategies 11. Creating Products and Services for Consumers in Global Markets 12. Marketing Industrial Products and Business Services 13. International Distribution Systems 14. Exporting and Special Issues for Smaller Businesses 15. Integrated Marketing Communications (in color!!!!) 16. Personal Selling and Sales Management 17. Pricing and Terms of Payment in International Markets Part V Implementing Global Marketing Strategies 18. Negotiating with International Customers, Partners, and Regulators 19. Planning and Organizing for Global Markets Part VI Supplementary Material A. The Country Notebook B. Financing International Operations C. Cases