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Part One
Part Five
An Overview
Implementing Global Marketing Strategies
1
The Scope and Challenge of International
Marketing 2
2
The Dynamic Environment of
International Trade 26
19
Negotiating with International Customers, Partners,
and Regulators 556
Part Six
Supplementary Material
Part Two
THE COUNTRY NOTEBOOK-A
The Cultural Environment of Global Markets
Marketing Plan
CASES
3
History and Geography: The Foundations of
Culture 54
4
Cultural Dynamics in Assessing Global
Markets 92
5
Culture, Management Style, and Business
Systems 122
6
The Political Environment: A Critical Concern
7
The International Legal Environment: Playing by the
Rules 180
1-1 star buck^-Going Global Fast 596
1-2 Nesdh: The Infant Formula Controwrsy 600
1-3 Coke and Pepsi Learn to Compete
in India 604
1-4 Marketing Microwave Ovens to
a New Market Segment 610
156
2
Assessing Global Market Opportunities
Developing a Global Vision through Marketing
Research 212
9
Emerging Markets
10
244
Multinational Market Regions and Market
Groups 278
Part Four
Developing Global Marketing Strategies
11
Global Marketing Management: Planning and
Organization 3 10
12
Products and Services for Consumers
336
13
Products and Services for Businesses
368
14
International Marketing Channels 394
15
Exporting and Logistics: Special Issues for
Business 432
16
Integrated Marketing Communications and
International Advertising 466
17
Personal Selling and Sales Management
18
Pricing for international Markets
526
3
Assessing Global Market Opportunities 635
3-1 International Marketing Research at the
Mayo Clinic 636
3-2 SwiJier: Higher: Stronger: Dearer 640
3-3 easyCar.com 644
3-4 Marketing to the Bottom of the Pyramid 650
4
500
The Cultural Environment of Global ~ a r k e t i ' n 613
~
2-1 The Not-So- Wonderful World o f E u m D i s n e p
Thinss Are Better Now at Paris Disnqland 614
2-2 Cultirral Norms, Fair & Lovely, and
Advertising 618
2-3 Starnes-Brenner Machine Tool Company: To
Bribe or Not to Bribe? 621
2-4 Ethics andAirbus 624
2-5 Coping with Corruption in Trading with
China 629
2-6 W'ken fnternational Buyerr and Sellers
Disagree 631
6
3
2
2- 7 McDonald b and Obesity
Part Three
8
Guide for Developing a
585
Developing Global Marketing Strategies
4-1 McDonald's Great BritainThe Turnaround 654
4-2 Tambrands: Over~,omingCultural
Resistance 656
4-3 Iberia Airlines Builds a BATNA
6 5 9
4-4 Sales Negotiations Abroad for MRI
System7 662
653
4-5 National Office Machirles-Motivating
Japanese Salespeople: Straight Salaly or
Commission? 663
4-6 AIDS, Condoms, and Carnival 666
4-7 Makir~gSocially Responsible and Ethical
Marlrenr~gDecisions: Selling Tobacco ro Thid
World Cormtries 670
Glossary 675
Name lndex 683
Subject lndex
689