Includes index

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. The Asia Pacific Region ---- Part Four: Developing Global Marketing Strategies. 12. 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 ---- THE COUNTRY NOTEBOOK -- A Guide for Developing a Marketing Plan ---- CASES. 1. An Overview --- 2. The Cultural Environment of Global Marketing --- 3. Assessing Global Market Opportunities --- 4. Developing Global Marketing Strategies.