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| The global approach to marketing | |
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| The nature of international marketing | |
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| Introduction to international marketing | |
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| Reasons for marketing abroad | |
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| Exporting | |
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| Strategic considerations in international marketing | |
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| Strategy | |
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| Competitive advantage | |
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| Investment in products and markets | |
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| International marketing planning | |
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| Control and coordination | |
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| The environments of international marketing | |
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| The economic and political environment | |
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| The cultural environment | |
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| Legal aspects of international marketing | |
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| Organization of MNCs | |
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| Selecting the best structure | |
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| The trading environment | |
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| International trade | |
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| The balance of payments | |
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| Barriers to international trade | |
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| The World Trade Organization | |
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| Countertrade | |
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| Regional analysis techniques | |
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| Regional analysis of world markets | |
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| Regional economic groupings | |
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| North Atlantic countries | |
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| The Americas | |
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| Europe | |
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| China, Asia Pacific, Japan and Oceania | |
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| China | |
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| Asia Pacific | |
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| Japan | |
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| Oceania | |
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| Third World countries | |
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| Marketing in the Third World | |
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| Selling to the Third World | |
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| Why sell to the Third World? | |
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| Latin America | |
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| The Indian subcontinent | |
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| Africa | |
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| The Middle East | |
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| Organizing for international markets | |
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| International marketing research | |
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| The function of marketing research | |
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| Information needs | |
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| The marketing information system | |
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| The research programme | |
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| Marketing research in the Third World | |
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| Organizing research | |
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| Market screening techniques | |
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| Choosing markets | |
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| Identifying appropriate markets | |
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| Market segmentation | |
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| Entering international markets | |
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| The decision-taking process | |
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| Agents and distributors | |
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| Licensing and franchising | |
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| Brands and subsidiaries | |
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| International marketing through the Internet | |
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| Foreign manufacturing | |
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| Joint ventures | |
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| Human resource aspects | |
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| The process of internationalization | |
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| The global company | |
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| Export methods and procedures | |
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| Deciding to export | |
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| Transport | |
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| Documenting a consignment | |
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| Cargo insurance | |
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| Customs declarations | |
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| Credit insurance | |
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| Finance of foreign trade | |
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| Factoring and forfaiting | |
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| The export plan | |
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| International and global products | |
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| The nature of international product policy | |
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| Product positioning | |
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| Time-based competition | |
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| Standardization versus modification of products | |
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| New product development for international markets | |
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| Packaging | |
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| Customer care | |
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| Trade marks and branding | |
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| Counterfeiting | |
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| International product life cycles | |
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| International and global pricing approaches | |
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| Factors influencing pricing | |
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| International pricing approaches | |
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| The research task | |
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| INCOTERMS | |
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| Foreign exchange considerations | |
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| Price discrimination and parallel exporting | |
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| Predatory pricing | |
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| Dumping | |
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| Transfer pricing | |
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| International advertising | |
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| The nature of international advertising | |
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| Standardization versus customization of promotional messages | |
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| The international advertising agency | |
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| Regulation of advertising | |
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| International media planning | |
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| The advertising budget | |
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| Below-the-line marketing communication | |
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| International public relations | |
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| International direct marketing | |
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| International relationship marketing | |
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| International sales promotions | |
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| Business-to-business campaigns | |
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| Exhibiting | |
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| Future developments in global marketing | |
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| Business-to-business marketing | |
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| Anti-globalization movements | |
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| Global reputation management | |
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| World free trade | |
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| Market research | |
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| Marketing through the World Wide Web | |
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| Marketing plans | |
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| References | |
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| Index | |