Part One-An Overview

Chapter 1: The Scope and Challenge of International Marketing

Chapter 2: The Dynamic Environment of International Trade

Part Two-The Cultural Environment of Global Markets

Chapter 3: History and Geography: The Foundations of Culture

Chapter 4: Cultural Dynamics in Assessing Global Markets

Chapter 5: Culture, Management Style, and Business Systems 

Chapter 6: The Political Environment: A Critical Concern 

Chapter 7: The International Legal Environment: Playing by the Rules 

Part Three-Assessing Global Market Opportunities

Chapter 8: Developing a Global Vision through Marketing Research 

Chapter 9: Economic Development and the Americas

Chapter 10: Europe, Africa, and the Middle East

Chapter 11: Asia Pacific Region

Part Four-Developing Global Marketing Strategies

Chapter 12: Global Marketing Management: Planning and Organization 

Chapter 13: Products and Services for Consumers 

Chapter 14: Products and Services for Businesses

Chapter 15: International Marketing Channels

Chapter 16: Integrated Marketing Communications and International Advertising

Chapter 17: Personal Selling and Sales Management 

Chapter 18: Pricing for International Markets 

Part Five-Implementing Global Marketing Strategies

Chapter 19: Negotiating with International Customers, Partners, and Regulators 

Part Six-Supplementary Material

The Country Notebook — A Guide for Developing a Marketing Plan

Cultural Analysis

Economic Analysis

Market Audit and Competitive Market Analysis

Preliminary Market Plan