International Marketing, Volume 1The 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 | |