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BRIEF CONTENTS
Part One
Part Five
An Overview
Implementing Global Marketing Strategies
1
The Scope and Challenge of International
Marketing 2
2
The Dynamic Environment of
International Trade 26
19
Negotiating with International Customers, Partners,
and Regulators 556
Part Six
Supplementary Material
Part Two
The Cultural Environment of Global Markets
THE COUNTRY NOTEBOOK—A Guide for Developing a
Marketing Plan 585
CASES
3
History and Geography: The Foundations of
Culture 54
4
Cultural Dynamics in Assessing Global
Markets 92
5
Culture, Management Style, and Business
Systems 122
6
The Political Environment: A Critical Concern
7
The International Legal Environment: Playing by the
Rules 180
1
156
2
9
Emerging Markets
j;, 10
244
Multinational Market Regions and Market
Groups 278
t Four
)eveloping Global Marketing Strategies
11
3
336
Products and Services for Businesses
368
International Marketing Channels
4
394
Exporting and Logistics: Special Issues for
Business 432
^Integrated Marketing Communications and
ional Advertising 466
onal Selling and Sales Management
Siting for International Markets
500
The Cultural Environment of Global Marketing
613
Assessing Global Market Opportunities
635
3-1 International Marketing Research at the
Mayo Clinic 636
3-2 Swifter, Higher, Stronger, Dearer 640
3-3 easyCar.com 644
3-4 Marketing to the Bottom of the Pyramid 650
Global Marketing Management: Planning and
Organization 310
Products and Services for Consumers
600
2-1 The Not-So-Wonderful World of EuroDisney—
Things Are Better Now at Paris Disneyland 614
2-2 Cultural Norms, Fair & Lovely, and
Advertising 618
2-3 Starnes-Brenner Machine Tool Company: To
Bribe or Not to Bribe? 621
2-4 Ethics and Airbus 624
2-5 Coping with Corruption in Trading with
China 629
2-6 When International Buyers and Sellers
Disagree 631
2- 7 McDonald s and Obesity 632
Part Three
Developing a Global Vision through Marketing
Research 212
595
/ -1 Starbucks—Going Global Fast 596
1-2 Nestle: The Infant Formula Controversy
1-3 Coke and Pepsi Learn to Compete
in India 604
1-4 Marketing Microwave Ovens to
a New Market Segment 610
Assessing Global Market Opportunities
8
An Overview
Developing Global Marketing Strategies
653
4-1 McDonald's Great Britain—
The Turnaround 654
4-2 Tambrands: Overcoming Cultural
Resistance 656
4-3 Iberia Airlines Builds a BATNA 659
4-4 Sales Negotiations Abroad for MRI
Systems 662
526
xix
4-5 National Office Machines—Motivating
Japanese Salespeople: Straight Salary or
Commission? 663
4-6 AIDS, Condoms, and Carnival 666
4-7 Making Socially Responsible and Ethical
Marketing Decisions: Selling Tobacco to Third
World Countries 670
Glossary 675
Name Index 683
Subject Index 689
XX