| Preface | p. vii |
| The International Marketing Environment | p. 1 |
| Why Go International? It's no longer if, but when and how | p. 2 |
| The Tangible Benefits of Going Global | p. 2 |
| Global Marketing Motivations | p. 4 |
| Growing Global Marketing Programs | p. 6 |
| Critical Choices: The Opportunities and Challenges Ahead | p. 8 |
| Notes | p. 12 |
| Trade's Economic Environment: Assessing market potential starts with economic factors | p. 13 |
| Using Foreign Market Data | p. 13 |
| Marketing to Emerging Trading Blocs | p. 22 |
| Futurities | p. 28 |
| Notes | p. 32 |
| Trade's Financial Mechanisms: Managing global marketing's financial environments and risks | p. 33 |
| Credit Financing | p. 33... |
| Official Trade Finance | p. 38 |
| Managing International Financial Risks | p. 49 |
| Futurities | p. 55 |
| Notes | p. 57 |
| Marketing within Cultural Contexts: Understand your market's local concerns, special quirks, and homegrown idiosyncrasies | p. 58 |
| Building Cultural Knowledge | p. 59 |
| Cultural Analysis | p. 61 |
| Training Challenges | p. 65 |
| Futurities | p. 67 |
| Notes | p. 71 |
| Trade, Politics, and Law: On the international front, success is often a matter of balanced interests | p. 73 |
| Trade Institutions | p. 74 |
| Trade and the United States | p. 77 |
| Trade, Investment, and Politics | p. 82 |
| Legal Climates | p. 92 |
| Futurities | p. 98 |
| Notes | p. 101 |
| International Marketing Strategies | p. 103 |
| Exporting and International Market Entry: There are many ways to take an offering to the world | p. 104 |
| Export Readiness | p. 105 |
| Growing Through Exporting Stages | p. 109 |
| Getting Help from Export Intermediaries | p. 112 |
| Licensing and Franchising | p. 118 |
| Futurities | p. 124 |
| Notes | p. 125 |
| Multinational and Global Marketing: How to deploy company operations worldwide | p. 126 |
| The Global Imperative | p. 127 |
| Planning Global Strategy | p. 131 |
| Putting Global Strategy to Work | p. 137 |
| Investing Directly Abroad | p. 142 |
| International Marketing by Contract | p. 151 |
| Futurities | p. 152 |
| Notes | p. 154 |
| Taking Services Global: How to deliver a good service internationally in an acceptable way | p. 156 |
| Service Characteristics | p. 157 |
| Customer Perceptions | p. 157 |
| Growth Drivers | p. 158 |
| Services' Global Trade Problems | p. 160 |
| Marketing Services Globally | p. 162 |
| Futurities | p. 165 |
| Notes | p. 166 |
| Managing Global Marketing | p. 167 |
| International Market Research: Where to go when you need to know | p. 168 |
| Opportunity Analysis | p. 168 |
| Secondary Research Abroad | p. 170 |
| Primary Research Abroad | p. 174 |
| Creating an International Information System | p. 182 |
| Futurities | p. 184 |
| Appendix | p. 185 |
| Notes | p. 190 |
| Global Product and Brand Management: Products and brands must "speak" your customers' "language" | p. 191 |
| Balanced Global Product Development | p. 192 |
| Managing Global Portfolios | p. 200 |
| Adapting Existing Products | p. 207 |
| Futurities | p. 219 |
| Notes | p. 220 |
| Pricing in Global Markets: The international price that's right is a complex question | p. 222 |
| Setting Export Prices and Terms | p. 222 |
| Pricing by Foreign Operations | p. 233 |
| Pricing Intracompany Transactions | p. 237 |
| Countertrade Options | p. 243 |
| Futurities | p. 247 |
| Notes | p. 247 |
| Global Distribution and Logistics: Getting goods to market calls for international teamwork | p. 250 |
| International Distribution Channels | p. 251 |
| Managing Channel Relationships | p. 267 |
| Global Logistics | p. 272 |
| E-Business and World Trade | p. 285 |
| Futurities | p. 288 |
| Notes | p. 289 |
| International Negotiation and Communication: How and where you promote says more than meets the eye ... or ear | p. 290 |
| International Negotiating | p. 291 |
| International Marcom | p. 295 |
| Personal Selling to Export Markets | p. 303 |
| Managing Communications Globally | p. 309 |
| Futurities | p. 325 |
| Notes | p. 325 |
| Organizing for Global Marketing: Balancing your international enterprise | p. 327 |
| Stages of Global Operations | p. 328 |
| Developing and Implementing the Global Plan | p. 336 |
| Control That Fits the Mission | p. 345 |
| Futurities | p. 352 |
| Notes | p. 353 |
| Twenty-First Century Trade Globalists: International marketers are the vanguard of the American empire of ideals | p. 355 |
| The Optimists' Path | p. 356 |
| The Pessimists' Path | p. 359 |
| Empire: Pro and Con | p. 360 |
| The Marketing Vanguard | p. 361 |
| Notes | p. 363 |
| Index | p. 364 |
| About the Authors | p. 370 |
| Table of Contents provided by Ingram. All Rights Reserved. |
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