International Marketing - 15th edition

Table of Contents

Part One: An Overview
1 The Scope and Challenge of International Marketing
2 The Dynamic Environment of International Trade
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: Assessing Global Market Opportunities
8 Developing a Global Vision through Marketing Research
9 Economic Development and the Americas
10 Europe, Africa, and the Middle East
11 Asia Pacific Region
Part Four: Developing Global Marketing Strategies
12 Global Marketing Management: Planning and Organization
13 Products and Services for Consumers
14 Products and Services for Businesses
15 International Marketing Channels
16 Integrated Marketing Communications and International Advertising
17 Personal Selling and Sales Management
18 Pricing for International Markets
Part Five: Implementing Global Marketing Strategies
19 Negotiating with International Customers, Partners, and Regulators
Part Six: Supplementary Material

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