Loose-Leaf International Marketing,9781260665536

Loose-Leaf International Marketing

by ; ; ;
Edition: 18th
ISBN13: 9781260665536
ISBN10: 1260665534
Format: Loose-leaf
Pub. Date: 2019-02-26
Publisher(s): McGraw Hill
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Table of Contents

Part One
An Overview
1.1
The Scope and Challenge of International Marketing   2 
2.2 
The Dynamic Environment of International Trade   28 
Part Two
The Cultural Environment of Global Markets
1.3 
History and Geography: The Foundations of Culture   54 
2.4 
Cultural Dynamics in Assessing Global Markets   96 
3.5 
Culture, Management Style, and Business Systems   130 
4.6 
The Political Environment: A Critical Concern   170 
5.7 
The International Legal Environment: Playing By the Rules   198 
Part Three
Assessing Global Market Opportunities
1.8 
Developing a Global Vision through Marketing Research   230 
2.9 
Economic Development and the Americas   262 
3.10 
Europe, Africa, and the Middle East   290 
4.11 
The Asia Pacific Region   316 
Part Four
Developing Global Marketing Strategies
1.12 
Global Marketing Management: Planning and Organization   346 
2.13 
Products and Services for Consumers   374 
3.14 
Products and Services for Businesses   414 
4.15 
International Marketing Channels   442 
5.16 
Integrated Marketing Communications and International Advertising   478 
6.17 
Personal Selling and Sales Management   524 
7.18 
Pricing for International Markets   554 
Part Five
Implementing Global Marketing Strategies
1.19 
Inventive Negotiations with International Customers, Partners, and Regulators   584 
Part Six
Supplementary Material
The Country Notebook—A Guide for Developing a Marketing Plan   613
Cases
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