Table of Contents

Part I: The International Environment. The International Marketing Imperative. Appendix A: Basics of Marketing. Appendix B: Geography and International Marketing. International Trade Institutions and U.S. Trade Policy. The Cultural Environment. The Economic Environment. The Financial Environment. The Political and Legal Environment. Part II: Beginning International Marketing Activities. Building the Knowledge Base. Appendix A: Monitors of International Issues. Appendix B: International Data Base Information. Appendix C: Internet Addresses for International Marketing Research. The Export Process. Product Adaptation. Export Pricing Strategies. Communication Strategies. Channels and Distribution Strategies. Licensing, Franchising and Export Intermediaries. Part III: Global Marketing Management. Marketing Research and Strategic Planning. Global Market Expansion. Product and Brand Management. Services Marketing. Global Pricing Strategies. Logistics. Promotional Strategies. Organisation, Implementation and Control. Part IV: Transitions in Marketing. Countertrade. Newly Emerging Markets. The Future.