An Overview
1 The Scope and Challenge of International
Marketing 2
2 The Dynamic Environment of International
Trade 28
Part Two
The Cultural Environment of Global Markets
3 History and Geography: The Foundations of
Culture 54
4 Cultural Dynamics in Assessing Global
Markets 96
5 Culture, Management Style, and Business
Systems 130
6 The Political Environment: A Critical Concern 170
7 The International Legal Environment: Playing By
the Rules 198
Part Three
Assessing Global Market Opportunities
8 Developing a Global Vision through Marketing
Research 230
9 Economic Development and the Americas 262
10 Europe, Africa, and the Middle East 290
11 The Asia Pacific Region 316
Part Four
Developing Global Marketing Strategies
12 Global Marketing Management: Planning and
Organization 346
13 Products and Services for Consumers 374
14 Products and Services for Businesses 414
15 International Marketing Channels 442
16 Integrated Marketing Communications and
International Advertising 478
17 Personal Selling and Sales Management 524
18 Pricing for International Markets 554
Part Five
Implementing Global Marketing Strategies
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