| An overview | |
| The scope and challenge of international marketing | p. 2 |
| The dynamic environment of international trade | p. 26 |
| The cultural environment of global markets | |
| History and geography : the foundations of culture | p. 56 |
| Cultural dynamics in assessing global markets | p. 92 |
| Culture, management style, and business systems | p. 122 |
| The political environment : a critical concern | p. 156 |
| The international legal environment : playing by the rules | p. 178 |
| Assessing global market opportunities | |
| Developing a global vision through marketing research | p. 210 |
| Emerging markets | p. 242 |
| Multinational market regions and market groups | p. 276 |
| Developing global marketing strategies | |
| Global marketing management : planning and organization | p. 312 |
| Products and services for consumers | p. 340 |
| Products and services for businesses | p. 372 |
| International marketing channels | p. 398 |
| Exporting and logistics : special issues for business | p. 434 |
| Integrated marketing communications and international advertising | p. 466 |
| Personal selling and sales management | p. 500 |
| Pricing for international markets | p. 528 |
| Implementing global marketing strategies | |
| Negotiating with international customers, partners, and regulators | p. 562 |
| Supplementary material | |
| The country notebook - a guide for developing a marketing plan | p. 591 |
| Cases | |
| An overview | p. 601 |
| Starbucks - going global fast | p. 602 |
| Nestle : the infant formula controversy | p. 606 |
| Coke and Pepsi learn to compete in India | p. 610 |
| Marketing microwave ovens to a new market segment | p. 616 |
| The cultural environment of global marketing | p. 619 |
| The not-so-wonderful world of EuroDisney - things are better now at Paris Disneyland | p. 620 |
| Cultural norms, fair & lovely, and advertising | p. 624 |
| Starnes-Brenner machine tool company : to bribe or not to bride? | p. 627 |
| Ethics and Airbus | p. 630 |
| Coping with corruption in trading with China | p. 634 |
| When international buyers ad sellers disagree | p. 636 |
| Assessing global market opportunities | p. 637 |
| Krispy Kreme Doughnuts going global? | p. 638 |
| International marketing research at the Mayo Clinic | p. 640 |
| Swifter, higher, stronger, dearer | p. 644 |
| Developing global marketing strategies | p. 649 |
| Boeing's product development stumble | p. 650 |
| Tambrands : overcoming cultural resistance | p. 654 |
| Iberia Airlines builds a BATNA | p. 656 |
| Blair water purifiers India | p. 659 |
| Sales negotiations abroad for MRI systems | p. 667 |
| National office machines - motivating Japanese salespeople : straight salary or commission? | p. 668 |
| AIDS, condoms, and carnival | p. 671 |
| Making socially responsible and ethical marketing decisions : selling tobacco to third world countries | p. 674 |
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