International Marketing

Features

• Prestigious author team on the cutting edge of international business and marketing through involvement with frequent consulting engagements and projects for the U.S. Dept. of Commerce
• Emphasis on the aspects of culture and how they affect business decisions in marketing.
• Emphasis on policy issues accurately portrays governments' role in international marketing.
• A full selection of cases covers topics throughout the book giving instructors both the text and a casebook in one.

I.The International Environment

1.The International Marketing Imperative
2.International Trade Institutions and U.S. Trade Policy
3.The Cultural Environment
4.The Economic Environment
5.The Financial Environment
6.The International Political and Legal Environment

II.Beginning International Marketing Activities

7.Building the Knowledge Base
8.The Export Process
9.Licensing, Franchising, and Export Intermediaries
10.Product Adaptation
11.Export Pricing Strategies
12.International Communications
13.Channels and Distribution Strategies

III.Global Marketing Management

14.Gloabal Strategic Planning
15.Global Market Expansion
16.Product and Brand Management
17.Services Marketing
18.Global Pricing Strategies
19.Logistics
20.Global Promotional Strategies
21.Marketing Organization, Implementation, and Control

IV.International Marketing Transitions

22.Countertrade
23.Newly Emerging Markets
24.The Future