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| Globalization | |
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| Globalization Imperative | |
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| Why Global Marketing is Imperative | |
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| Globalization of Markets and Competition | |
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| Evolution of Global Marketing | |
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| The Impact of Economic Geography and Climate on Global Marketing | |
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| The Impact of the Internet on Global Marketing | |
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| Global Marketing Environment | |
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| Global Economic Environment | |
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| Intertwined World Economy | |
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| Country Competitiveness | |
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| Evolution of Cooperative Global Trade Agreements | |
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| U.S. Position in Foreign Direct Investment and Trade | |
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| Information Technology and the Changing Nature of Competition | |
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| Regional Economic Arrangements | |
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| Multinational Corporations | |
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| Global Financial Environment | |
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| Historical Role of the U.S. Dollar | |
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| Development of Today's International Monetary System | |
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| Foreign Exchange and Foreign Exchange Rates | |
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| Balance of Payments | |
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| The Asian Financial Crisis | |
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| Marketing in Euro-Land | |
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| Global Cultural Environment | |
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| Defining Culture | |
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| Elements of Culture | |
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| Cross-Cultural Comparisons | |
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| Adapting to Foreign Cultures | |
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| Culture and the Marketing Mix | |
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| Organizational Cultures | |
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| Cross-Cultural Negotiations | |
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| Political and Legal Environment | |
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| Political Environment--Individual Governments | |
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| Political Environment--Social Pressures and Political Risk | |
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| International Agreements | |
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| International Law and Local Legal Environment | |
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| Issues Transcending National Boundaries | |
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| Development of Competitive Marketing Strategy | |
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| Global Marketing Research | |
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| Research Problem Formulation | |
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| Secondary Global Marketing Research | |
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| Primary Global Marketing Research | |
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| Market Size Assessment | |
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| New Market Information Technologies | |
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| Managing Global Marketing Research | |
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| Global Segmentation and Positioning | |
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| Reasons for International Market Segmentation | |
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| International Market Segmentation Approaches | |
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| Segmentation Scenarios | |
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| Bases for Country Segmentation | |
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| International Positioning Strategies | |
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| Global, Foreign, and Local Consumer Culture Positioning | |
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| Global Marketing Strategies | |
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| Information Technology and Global Competition | |
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| Global Strategy | |
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| Global Marketing Strategy | |
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| Regionalization of Global Marketing Strategy | |
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| Competitive Analysis | |
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| Global Market Entry Strategies | |
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| Target Market Selection | |
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| Choosing the Mode of Entry | |
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| Exporting | |
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| Licensing | |
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| Franchising | |
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| Contract Manufacturing | |
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| Joint Ventures | |
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| Wholly Owned Subsidiaries | |
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| Strategic Alliances | |
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| Global Sourcing Strategy: RandD, Manufacturing, and Marketing Interfaces | |
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| Extent and Complexity of Global Sourcing Strategy | |
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| Trends in Global Sourcing Strategy | |
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| Value Chain and Functional Interfaces | |
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| Procurement: Types of Sourcing Strategy | |
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| Costs and Consequences of Global Sourcing | |
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| Outsourcing of Service Activities | |
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| Global Marketing Strategy Development | |
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| Global Product Policy Decisions I: Developing New Products for Global Markets | |
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| Global Product Strategies | |
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| Standardization Versus Customization | |
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| Multinational Diffusion | |
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| Developing New Products for Global Markets | |
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| Global New Product Development and Culture | |
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| Global Product Policy Decisions I: Marketing Products and Services | |
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| Global Branding Strategies | |
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| Managing Multinational Product Lines | |
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| Product Piracy | |
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| Country of Origin Stereotypes | |
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| Global Marketing of Services | |
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| Global Pricing | |
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| Drivers of Foreign Market Pricing | |
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| Managing Price Escalation | |
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| Pricing in Inflationary Environments | |
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| Global Pricing and Currency Movements | |
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| Transfer Pricing | |
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| Global Pricing and Anti-Dumping Regulation | |
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| Price Coordination | |
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| Pricing Policies and the Euro | |
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| Countertrade | |
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| Communicating with the World Customer | |
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| Global Advertising and Culture | |
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| Setting the Global Advertising Budget | |
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| Creative Strategy | |
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| Global Media Decisions | |
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| Advertising Regulations | |
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| Choosing an Advertising Agency | |
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| Coordinating International Advertising | |
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| Other Forms of Communication | |
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| Globally Integrated Marketing Communications | |
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| Sales Management | |
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| Market Entry Options and Sales Force Strategy | |
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| Cultural Considerations | |
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| Impact of Culture on Sales Management and Personal Selling Process | |
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| Expatriates | |
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| Global Logistics and Distribution | |
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| Definition of Global Logistics | |
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| Managing Global Logistics | |
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| Free Trade Zones | |
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| Maquiladora Operation | |
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| U.S. Special Import Tariff Provisions | |
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| Global Retailing | |
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| Export and Import Management | |
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| Organizing for Exports | |
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| Indirect Exporting | |
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| Direct Exporting | |
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| Mechanics of Exporting | |
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| Role of the Government in Promoting Exports | |
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| Managing Imports--The Other Side of the Coin | |
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| Mechanics of Importing | |
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| Gray Markets | |
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| Managing Global Operations | |
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| Planning, Organization and Control of Global Marketing Operations | |
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| Global Strategic Marketing Planning | |
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| Key Criteria in Global Organizational Design | |
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| Organization Design Options | |
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| Organizing for Global Brand Management | |
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| Lifecycle of Organizational Structures | |
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| To Centralize or Decentralize? | |
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| Controlling Global Marketing Efforts | |
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| Guidelines for Choosing the Right Organization Structure | |
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| Global Marketing and the Internet | |
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| The Internet and the Global Marketplace | |
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| Structural Barriers to Global E-Commerce | |
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| Using the Internet for Understanding Global Buyers | |
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| Competitive Advantage and Cyberspace | |
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| Ramifications of the Internet for Global Marketing Strategies | |
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| Cases | |
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| Web Resources www.wiley.com/college/kotabe | |
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| Online Cases | |
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| Subject Index | |
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| Author Index | |
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| Company Index | |
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| Photo Credits | |