International Marketing, 2nd edition

Description

Half Title Acknowledgements Acknowledgements Title Page Copyright Page Brief Contents Detailed Contents Illustration List Table List Illustration List About the Authors Preface Acknowledgments Acknowledgements Part I Essentials of International Marketing 1 Introduction to International Marketing 2 Culture in International Marketing 3 Global Trade and Integration 4 Country Selection and Entry Strategies 5 International Marketing Planning, Organizing, and Control Part II International Markets and Market Research 6 Markets and Segmentation in an International Context 7 International Positioning 8 Market Research in the International Environment Part III International Product Marketing 9 International Product and Brand Marketing 10 International Product Standardization and Adaptation Part IV International Pricing and Finance 11 International Pricing 12 International Finance and Pricing Implications Part V International Place or Distribution 13 International Marketing Channel Management 14 International Distribution: Exporting and Retailing Part VI International Promotion 15 Globally Integrated Marketing Communications 16 International Sales Promotions and Public Relations References Glossary Index