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| Introduction And Overview | |
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| Introduction to Global Marketing | |
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| The Global Marketing Environment | |
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| The Global Economic Environment | |
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| The Social and Cultural Environments | |
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| The Political, Legal, and Regulatory Environments of Global Marketing | |
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| Analyzing And Targeting Global Market Opportunities | |
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| Global Markets and Buyers | |
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| Global Marketing Information Systems and Research | |
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| Segmentation, Targeting, and Positioning | |
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| Global Marketing Strategy | |
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| Sourcing: Exporting and Importing | |
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| Global Marketing Strategy: Entry and Expansion | |
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| Competitive Analysis and Strategy | |
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| Cooperative Strategies and Global Strategic Partnerships | |
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| Creating Global Marketing Programs | |
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| Product Decisions | |
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| Pricing Decisions | |
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| Global Marketing Channels and Physical Distribution | |
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| Global Advertising | |
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| Global Marketing Communications Decisions, Public Relations, Sales Promotion, Personal Selling, Direct Marketing, Database Marketing, and the Internet | |
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| Internet and Data Base Marketing | |
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| Managing The Global Marketing Program | |
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| Leading, Organizing, and Controlling the Global Marketing Effort | |
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| The Future of Global Marketing | |
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| Appendix: Global Income and Population 1997 and Projections to 2000 and 2010 | |
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| Cases | |
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| Which Company Is Transnational? | |
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| Swatchmobile/Smart Car | |
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| Euro Disney (A), (B) | |
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| Coca-Cola: Universal Appeal? | |
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| Choufont-Salva, Inc | |
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| Oriflame | |
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| Swatch Watch U.S.A.: Creative Marketing Strategy | |
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| Odysseus, Inc. (The Decision to Go International) | |
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| Metro Corporation: Technology Licensing Negotiation | |
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| A.S. Norlight | |
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| Aremco Products Inc | |
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| The Launch of GSM Cellular Telephones in South Africa | |
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| Kodak vs. Fuji: A Case of Japanese-American Strategic Interaction | |
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| Grasse Fragrances SA | |
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| Harley-Davidson Motor Co., Inc.: Defending a Piece of the Domestic Pie | |
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| Nokia and the Cellular Phone Industry | |
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| Benetton Group SpA: Raising Consciousness and Controversy with Global Advertising | |
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| Parker Pen Co. (A), (B), (C) | |