Part One: An Overview
Chapter 1 The Scope and Challenge of International Marketing
Chapter 2 The Dynamics of International Markets

Part 2 The Impact of Culture and Political Systems on International Marketing
Chapter 3 Geography and History: The Foundations of Cultural Understanding
Chapter 4 Cultural Dynamics in International Marketing
Chapter 5 The International Political and Legal Environment

Part 3 Assessing International Market Opportunities
Chapter 6 Researching International Markets
Chapter 7 Emerging Markets and Market Behaviour
Chapter 8 Regional Market Groups and Marketing Implications

Part 4 Developing International Marketing Strategies
Chapter 9 International Marketing Strategies
Chapter 10 International Market Entry Strategies
Chapter 11 International Segmentation and Positioning
Chapter 12 International Branding Strategies
Chapter 13 Exporting and Logistics
Chapter 14 Ethics and Social Responsibility in International Marketing

Part 5 Developing International Marketing Decisions
Chapter 15 Product Decisions for International Markets
Chapter 16 Marketing Industrial Products and Business Services
Chapter 17 International Distribution and Retailing
Chapter 18 Pricing for International Markets
Chapter 19 International Promotion and Advertising
Chapter 20 Personal Selling and Negotiations

Part 6 Supplementary Resources
The Country Notebook: A Guide for Developing a Marketing Plan
Case Studies to Accompany Parts 1–5