Part One. An Overview
Chapter 1. The Scope and Challenge of International Marketing
Chapter 2. The Dynamic Environment of International Trade
Part Two. The Cultural Environment of Global Markets
Chapter 3. History and Geography: The Foundations of Culture
Chapter 4. Cultural Dynamics in Assessing Global Markets
Chapter 5. Culture, Management Style, and Business Systems
Chapter 6. The Political Environment: Al Critical Concern
Chapter 7. The International Legal Environment: Playing by the Rules
Part Three. Assessing Global Market Opportunities
Chapter 8. Developing a Global Vision through Marketing Research
Chapter 9. Economic Development and the Americas
Chapter 10. Europe, Africa, and the Middle East
Chapter 11. The Asia Pacific Region
Part Four. Developing Global Marketing Strategies
Chapter 12. Global Marketing Management: Planning and Organization
Chapter 13. Products and Services for Consumers
Chapter 14. Products and Services for Businesses
Chapter 15. International Marketing Channels
Chapter 16. Integrated Marketing Communications and International Advertising
Chapter 17. Personal Selling and Sales Management
Chapter 18. Pricing for International Markets
Part Five. Implementing Global Marketing Strategies
Chapter 19. Inventive Negotiations with International Customers, Partners, and Regulators
Part Six. Supplementary Material
The Country Notebook. A Guide for Developing a Marketing Plan
Glossary

*La edición digital no incluye códigos de acceso a material adicional o programas mencionados en el libro.