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| Preface | |
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| Framework of International Marketing | |
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| Aspects of International Advertising | |
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| Overview of the Book | |
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| International Business | |
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| International Marketing and Its Growing Importance | |
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| Framework of International Marketing | |
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| Multinational Corporations | |
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| Entry Strategies | |
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| Conclusion | |
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| Summary | |
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| Review Questions | |
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| Creative Questions | |
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| Economic Rationale of Global Trade and Business | |
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| Theory of Comparative Advantage | |
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| Product Life Cycle and International Trade | |
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| Production Sharing | |
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| Internalization Theory | |
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| Trade Barriers and Trade Liberation | |
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| U.S. Trade Liberalization | |
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| MNCs and World Markets | |
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| Summary | |
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| Review Questions | |
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| Creative Questions | |
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| Perspectives of International Markets | |
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| Global Marketing | |
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| Global Market | |
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| Dimensions of the Global Market | |
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| Segmenting the Global Market | |
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| Summary | |
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| Review Questions | |
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| Creative Questions | |
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| International Marketing Research | |
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| Meaning of Marketing Research | |
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| Framework for International Marketing Research | |
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| Information Requirements of International Marketers | |
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| Gathering Secondary Data at Home | |
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| Secondary Research Abroad | |
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| Primary Data Collection | |
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| Organization for International Marketing Research | |
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| International Marketing Information System | |
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| Summary | |
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| Review Questions | |
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| Creative Questions | |
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| Chapter Four Appendix: Sources of Secondary Data | |
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| The Field of International Business | |
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| International Monetary System | |
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| Development of Today's International Monetary System | |
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| Foreign Exchange | |
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| Balance Payments | |
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| Current and Emerging Issues | |
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| Summary | |
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| Review Questions | |
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| Creative Questions | |
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| International Finance and Accounting | |
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| Implications of Financial Decisions for Marketing | |
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| Multinational Financial Management | |
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| Making International Investments | |
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| International Accounting | |
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| Summary | |
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| Review Questions | |
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| Creative Questions | |
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| Regional Market Agreements | |
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| Effects of Market Agreements on Marketing | |
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| Early Attempts at Regional Economic Integration | |
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| Types of Market Agreements | |
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| Market Agreements in Force | |
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| Summary | |
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| Review Questions | |
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| Creative Questions | |
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| Environmental Factors Affecting International Marketing | |
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| Economic Environment | |
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| Macroeconomic Environment | |
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| Microeconomic Environment | |
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| Economic Environment and Marketing Strategy | |
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| Analysis of Economic Environments | |
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| Opportunities in the Developing World | |
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| Summary | |
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| Review Questions | |
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| Creative Questions | |
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| Cultural Environment | |
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| The Concept of Culture | |
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| Cultural Field | |
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| Culture and Marketing | |
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| Cultural Analysis--The Primacy-of-Host-Country Viewpoint | |
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| Cultural Adaptation | |
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| Cultural Change | |
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| Summary | |
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| Review Questions | |
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| Creative Questions | |
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| Political Environment | |
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| Politics and Marketing | |
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| Sources of Political Problems | |
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| Political Intervention | |
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| Political Perspectives | |
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| Political Risk Assessment (PRA) | |
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| Summary | |
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| Review Questions | |
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| Creative Questions | |
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| Legal Environment | |
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| International Legal Perspectives | |
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| Host Country Laws | |
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| U.S.Laws | |
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| Arbitration | |
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| Summary | |
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| Review Questions | |
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| Creative Questions | |
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| International Marketing Decisions | |
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| Product Policy and Planning | |
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| Meaning of Product | |
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| International Product Planning | |
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| Product Design Strategy: Standardization or Customization | |
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| Developing an International Product Line | |
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| Foreign Product Diversification | |
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| Brand Names and Trademarks | |
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| International Packaging | |
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| International Warranties and Services | |
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| Summary | |
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| Review Questions | |
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| Creative Questions | |
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| International Pricing Strategy | |
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| Importance of Pricing | |
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| Parent Company's Role in Pricing | |
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| Aspects of International Price Setting | |
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| Transfer Pricing | |
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| Handling Interdivisional Conflicts | |
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| Dumping | |
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| Meeting the Import Challenge | |
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| Leasing | |
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| Summary | |
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| Review Questions | |
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| Creative Questions | |
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| International Channels of Distribution | |
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| Perspectives of International Distribution Channels | |
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| International Channel Members | |
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| Channel Management | |
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| Wholesaling in Foreign Environments | |
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| Retailing in Overseas Markets | |
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| International Franchising | |
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| International Physical Distribution | |
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| Summary | |
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| Review Questions | |
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| Creative Questions | |
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| International Advertising | |
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| Perspectives of International Advertising | |
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| Determining Advertising Strategy: Standardization versus Localization | |
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| Media | |
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| International Advertising Program | |
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| Global Advertising Regulations | |
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| Industry Self-Regulation | |
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| Summary | |
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| Review Questions | |
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| Creative Questions | |
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| Multinational Sales Management and Foreign Sales Promotion | |
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| Sales Personnel and Personal Selling Abroad | |
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| Formulating Policy Guidelines | |
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| Implementing Policy | |
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| Repatriation and Reassignment | |
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| International Sales Negotiations | |
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| Foreign Sales Promotion | |
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| Public Relations Overseas | |
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| Summary | |
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| Review Questions | |
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| Creative Questions | |
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| Export Marketing | |
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| U.S. Export Trade | |
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| U.S. Government Encouragement of Exports | |
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| U.S. Government Hindrance of Exports | |
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| Export Management | |
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| Export Procedure | |
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| Duty-Free Zones | |
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| Barter | |
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| Summary | |
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| Review Questions | |
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| Creative Questions | |
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| Planning and Control | |
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| Organization and Control in International Marketing | |
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| Alternative Organizational Designs | |
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| Choosing Appropriate Organizational Structure | |
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| New Perspectives on Organization: Corporate Networking | |
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| Delegating Decision-Making Authority to Foreign Subsidiaries | |
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| Performance Evaluation and Control of Foreign Operations | |
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| Conflicts and Their Resolution | |
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| Summary | |
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| Review Questions | |
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| Creative Questions | |
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| Marketing Planning and Strategy for International Business | |
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| Dimensions of International Planning and Strategy | |
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| Planning at a Subsidiary Level | |
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| Marketing Planning at the Corporate Level | |
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| Information Scanning Monitoring | |
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| Achieving Planning Effectiveness | |
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| New Emphasis on Global Strategic Market Planning | |
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| Epilogue | |
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| Summary | |
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| Review Questions | |
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| Creative Questions | |
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| International Marketing Cases | |
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| Kodak vs. Fuji | |
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| Curtis Automotive Hoist | |
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| Farggi | |
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| Hatfield Graphics, Inc. | |
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| PBS (A) and PBS (B) | |
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| Colgate-Palmolive Company | |
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| Currency Concepts International | |
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| Outback Goes International | |
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| California Foods Corporation | |
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| Chivaly International | |
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| U.S. Automakers in Asia | |
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| Nestle (Ghana) Ltd. | |
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| EQ Bank | |
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| Kellogg in Europe | |
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| The Gillette Company | |
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| IKEA | |
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| NOVA Biomedical and the Iran Deal | |
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| The Clondike Works | |
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| All Shave in Saudi Arabia | |
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| Seagram Co. | |
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| Carvel in Beijing | |
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| Hewlett-Packard: Designjet Online | |
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| The Kellogg Company | |
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| Avon Products, S.A. de C.V. | |
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| Connecticut Corporation | |
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| FedEx and UPS in China--Competing with Contrasting Strategies | |
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| PSA Peugeot Citroen | |
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| ABB in China: 1998 | |
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| Barossa Winery | |
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| MacDermid, Inc. | |
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| Name and Company Index | |
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| Subject Index | |