Brief Contents

Part One Fundamentals

Chapter 1 The Global Marketing Task

Chapter 2 Theoretical Foundations

Chapter 3 Cultural Foundations

Part Two Foreign Entry

Chapter 4 Country Attractiveness

Chapter 5 Export Expansion

Chapter 6 Licensing, Strategic Alliances, FDI

Part Three Local Marketing

Chapter 7 Understanding Local Customers

Chapter 8 Local Marketing in Mature Markets

Chapter 9 Local Marketing in New Growth Markets

Chapter 10 Local Marketing in Emerging Markets

Part Four Global Management

Chapter 11 Global Marketing Strategy

Chapter 12 Global Products and Services

Chapter 13 Global Branding

Chapter 14 Global Pricing

Chapter 15 Global Distribution

Chapter 16 Global Advertising

Chapter 17 Global Promotion, E-Commerce, and Personal Selling

Chapter 18 Organizing for Global Marketing

Index