International Marketing

Brief Contents

Part One An Overview

The Scope and Challenge of International Marketing

The Dynamic Environment of International Trade

Part Two The Cultural Environment of Global Markets

History and Geography: The Foundations of Cultural Understanding

Cultural Dynamics in Assessing Global Markets

Business Customs in Global Marketing

The Political Environment: A Critical Concern

The International Legal Environment: Playing by the Rules

Part Three Assessing Global Market Opportunities

Developing a Global Vision through Marketing Research

Emerging Markets

Multinational Market Regions and Market Groups

Part Four Developing Global Marketing Strategies

Global Marketing Management: Planning and Organization

Products and Services for Consumers

Products and Services for Businesses

International Marketing Channels

Exporting and Logistics: Special Issues or Business

Integrated Marketing Communications and International Advertising

Personal Selling and Sales Management

Pricing for International Markets

Part Five Implementing Global Marketing Strategies

19. Negotiating with International Customers, Partners. and Regulators

Part Six Supplementary Material

The Country Notebook-A Guide for Developing a Marketing Plan

Cases

1-1 Lost in Translation: AOL Assault on Latin America Nits Snag in Brazil

1-2 Unilever and Nestle: An Analysis

1-3 Nestle: The Infant Formula Incident

2. The Cultural Environment of Global Marketing

2-1 The Not So Wonderful World of Euro Disney—Things Are Better Now at Paris Disneyland

2-2 Dealing with an Unexpected Bureaucratic : Delay

2-3 Starnes-Brenner Machine Tool Company: To Bribe or Not to Bribe?

2-4 When International Buyers and Sellers Disagree

2-5 How Companies React to Foreign Corruption

2-6 Coping with Corruption in Trading With China

3. Assessing Global Market Opportunities

3-1 Asian Yuppies: Having It All

3-2 Developing a European Website for Levi Strauss

3-3 Konark Television India

3-4 Swifter; Higher, Stronger, Dearer

4. Developing Global Marketing Strategies

4-I Global Strategies: What Are They ?

4-2 Tambrands: Overcoming; Cultural Resistance

4-3 Pricing a Product in Multiple Country Markets

4-4 Blair Water Purifiers India
4-5 Sales Negotiations Abroad for MR Systems

4-6 Tough Decisions at Boeing

4-7 National Office Machines-Motivating Japanese Salespeople : Straight Salary or Commission ?

4-8 Alan Aerospace : Communications Satellite Sales to Japan

4-9 AIDS, Condoms, and Carnival

4-10 Making Socially Responsible and Ethical Marketing Decisions: Selling Tobacco to Third World Countries

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