International Marketing, Volume 1

Front Cover
The second best selling text which is well known for its extremely current coverage, unique chapter coverage, and prestigious author team who have consulted or taught all over the world. Features: * Prestigious author team on the cutting edge of international business and marketing through involvement with frequent consulting engagements and projects with the U.S. Department of State and organizations all over the world. * The text reflects both the theory and application of international marketing by offering research insights from around the globe and showing how corporate practices are adjusting to the marketplace realities of today. * Marketing is examined from a truly global perspective rather than just from the U.S. point of view. By addressing, confronting, and analyzing the existence of different environments, the need for awareness, sensitivity, and adaptation is highlighted. * Students receive a full-colour world map free inside each copy of the text. New to this edition: * The fifth edition is now divided into four parts instead of three, with the separation of marketing in transition. This is designed to pay appropriate attention to emerging markets, changing marketing

Contents

The Importance of World Trade
6
The Goals of This Book
14
The Marketing Process
20
Movement
26
Uruguay Rounds Biggest Winners May Be Developing Nations
35
The Impact of Trade and Investment on the United States
42
Foreign Investment Expands
45
Summary
59
Sogoshosha Surviving in Changing Times
438
Joemarin Oy
453
SperryMacLennan Architects and Planners
460
Otjiwarongo Crocodile Ranch
466
Water from Iceland
474
Spectrum Color Systems Inc
481
Lakewood Forest Products
489
Global Marketing
495

THE INTERNATIONAL MARKETPLACE 3
74
The Training Challenge
87
Consumers in the 1990s Emerging Differences
103
A World of Trading Blocs
117
Working the New Bloc
127
Additional Sources
131
The Financial Environment
141
THE INTERNATIONAL MARKETPLACE 5
157
Summary
166
Export Controls of Information
176
THE INTERNATIONAL MARKETPLACE 6
187
The International Environment
193
Summary
195
Part
236
The Benefits of Research
242
Electronic Information Sources on the EU
249
Finding Answers in Latin America
260
Creative Primary Research
267
Questions for Discussion
273
Internet Addresses for International Marketing Research
280
A Passionate Commitment to Exporting
287
The Ghana Export School
295
Summary
302
The Market Environment
312
Bert and Ernie Meet Vlas and Yenik
318
Thinking Green in Packaging
325
Fighting Back against Counterfeiters
331
The Setting of Export Prices
338
Terms of Payment
345
Adjusting to Foreign Currency Fluctuations
352
Price Negotiations
355
The Marketing Communications Process
361
Communications Tools
369
At the Fair
376
Questions for Discussion
382
Retail Formats Crossing Borders
390
Putting the Best Foot Forward
399
Channel Management
407
No Black or White in Gray Market Cases
412
Dealing with Customs
419
U S Regulation of Licensing
425
Facilitating Intermediaries
431
The Strategic Planning Process
499
Segmenting Emerging Markets
508
Summary
514
A Perspective on Foreign Direct Investors
525
Contractual Arrangements
535
Part Four
539
THE INTERNATIONAL MARKETPLACE 16
546
A Classic Global Launch
552
Development and Management of a Global Brand
558
Recommended Readings
564
The Role of Services in the U S Economy
571
Educating the World
587
Taxing Mr Smiths Brain
600
The Impact of International Logistics
615
SeaAir The Best of Both Worlds
623
Management of International Logistics
630
Questions for Discussion
636
Nurturing a Global Image
642
The World Wants Its MTV
649
Other Promotional Elements
661
Expanding the Social Vision Global Community Relations
667
Restructuring for NAFTA
678
Characteristics of Success
686
Global Talent Search
694
Cases Part Three
700
International Marketing Transitions
744
Types of Countertrade
750
Official Attitudes toward Countertrade
757
Coping with Offsets
764
Newly Emerging Markets
769
Marketing and the Newly Emerging Market Economies
770
The Realities of Economic Change
776
Is the West Ready for Change?
782
Russians Helping Americans Find Their Way
787
Summary
793
The Future
795
The Trade Framework
804
Communications Technology Helps WhiteCollar Jobs
810
Managing International Careers
819
Cases Part Four
823
Name Index
861
Copyright

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