Part One An Overview
1 The Scope and Challenge of International Marketing
2 The Dynamic Environment of International Marketing
Part Two The Cultural Environment of Global Markets
3 History and Geography: The Foundations of Culture
4 Cultural Dynamics in Assessing Global Markets
5 Culture, Management Style, and Business Systems
6 The Political Environment: A Critical Concern
7 The International Legal Environment: Playing by the Rules
Part Three Global Marketing Research and Management
8 Developing a Global Vision through Marketing Research
9 Economic Development and Big Emerging Markets
10 Global Marketing Management: Planning and Organization
Part Four Developing Global Marketing Strategies
11 Products and Services for Consumers
12 Products and Services for Businesses
13 International Marketing Channels
14 Integrated Marketing Communications and International Advertising
15 Personal Selling and Sales Management
16 Pricing for International Markets
Part Five Supplementary Material
THE COUNTRY NOTEBOOK-A Guide for Developing a Marketing Plan
Glossary

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