Tabla de contenidos provista por Syndetics

• Preface(p. xi)
• Part 1 Framework of International Marketing(p. 1)
• 1 Aspects of International Advertising(p. 2)
• Overview of the Book(p. 4)
• International Business(p. 5)
• International Marketing and Its Growing Importance(p. 12)
• Framework of International Marketing(p. 15)
• Multinational Corporations(p. 16)
• Entry Strategies(p. 19)
• Conclusion(p. 24)
• Summary(p. 24)
• Review Questions(p. 25)
• Creative Questions(p. 25)
• 2 Economic Rationale of Global Trade and Business(p. 27)
• Theory of Comparative Advantage(p. 28)
• Product Life Cycle and International Trade(p. 33)
• Production Sharing(p. 34)
• Internalization Theory(p. 35)
• Trade Barriers and Trade Liberation(p. 36)
• U.S. Trade Liberalization(p. 44)
• MNCs and World Markets(p. 46)
• Summary(p. 49)
• Review Questions(p. 50)
• Creative Questions(p. 51)
• Part 2 Perspectives of International Markets(p. 53)
• 3 Global Marketing(p. 54)
• Global Market(p. 55)
• Dimensions of the Global Market(p. 65)
• Segmenting the Global Market(p. 67)
• Summary(p. 79)
• Review Questions(p. 79)
• Creative Questions(p. 80)
• 4 International Marketing Research(p. 94)
• Meaning of Marketing Research(p. 96)
• Framework for International Marketing Research(p. 97)
• Information Requirements of International Marketers(p. 100)
• Gathering Secondary Data at Home(p. 105)
• Secondary Research Abroad(p. 108)
• Primary Data Collection(p. 112)
• Organization for International Marketing Research(p. 115)
• International Marketing Information System(p. 116)
• Summary(p. 117)
• Review Questions(p. 118)
• Creative Questions(p. 118)
• Chapter Four Appendix: Sources of Secondary Data(p. 120)
• Part 3 The Field of International Business(p. 129)
• 5 International Monetary System(p. 130)
• Development of Today's International Monetary System(p. 131)
• Foreign Exchange(p. 137)
• Balance Payments(p. 143)
• Current and Emerging Issues(p. 145)
• Summary(p. 146)
• Review Questions(p. 147)
• Creative Questions(p. 147)
• 6 International Finance and Accounting(p. 148)
• Implications of Financial Decisions for Marketing(p. 149)
• Multinational Financial Management(p. 152)
• Making International Investments(p. 156)
• International Accounting(p. 157)
• Summary(p. 161)
• Review Questions(p. 162)
• Creative Questions(p. 162)
• 7 Regional Market Agreements(p. 164)
• Effects of Market Agreements on Marketing(p. 165)
• Early Attempts at Regional Economic Integration(p. 167)
• Types of Market Agreements(p. 168)
• Market Agreements in Force(p. 169)
• Summary(p. 182)
• Review Questions(p. 183)
• Creative Questions(p. 183)
• Part 4 Environmental Factors Affecting International Marketing(p. 185)
• 8 Economic Environment(p. 186)
• Macroeconomic Environment(p. 187)
• Microeconomic Environment(p. 193)
• Economic Environment and Marketing Strategy(p. 195)
• Analysis of Economic Environments(p. 197)
• Opportunities in the Developing World(p. 206)
• Summary(p. 207)
• Review Questions(p. 208)
• Creative Questions(p. 208)
• 9 Cultural Environment(p. 210)
• The Concept of Culture(p. 211)
• Cultural Field(p. 212)
• Culture and Marketing(p. 218)
• Cultural Analysis--The Primacy-of-Host-Country Viewpoint(p. 224)
• Cultural Adaptation(p. 226)
• Cultural Change(p. 229)
• Summary(p. 231)
• Review Questions(p. 232)
• Creative Questions(p. 232)
• 10 Political Environment(p. 235)
• Politics and Marketing(p. 236)
• Sources of Political Problems(p. 238)
• Political Intervention(p. 240)
• Political Perspectives(p. 244)
• Political Risk Assessment (PRA)(p. 251)
• Summary(p. 256)
• Review Questions(p. 257)
• Creative Questions(p. 257)
• 11 Legal Environment(p. 259)
• International Legal Perspectives(p. 260)
• Host Country Laws(p. 262)
• U.S.Laws(p. 266)
• Arbitration(p. 278)
• Summary(p. 280)
• Review Questions(p. 281)
• Creative Questions(p. 281)
• Part 5 International Marketing Decisions(p. 283)
• 12 Product Policy and Planning(p. 284)
• Meaning of Product(p. 285)
• International Product Planning(p. 285)
• Product Design Strategy: Standardization or Customization(p. 289)
• Developing an International Product Line(p. 296)
• Foreign Product Diversification(p. 307)
• Brand Names and Trademarks(p. 308)
• International Packaging(p. 314)
• International Warranties and Services(p. 316)
• Summary(p. 317)
• Review Questions(p. 318)
• Creative Questions(p. 319)
• 13 International Pricing Strategy(p. 322)
• Importance of Pricing(p. 323)
• Parent Company's Role in Pricing(p. 323)
• Aspects of International Price Setting(p. 331)
• Transfer Pricing(p. 339)
• Handling Interdivisional Conflicts(p. 341)
• Dumping(p. 341)
• Meeting the Import Challenge(p. 342)
• Leasing(p. 343)
• Summary(p. 344)
• Review Questions(p. 346)
• Creative Questions(p. 346)
• 14 International Channels of Distribution(p. 348)
• Perspectives of International Distribution Channels(p. 349)
• International Channel Members(p. 353)
• Channel Management(p. 363)
• Wholesaling in Foreign Environments(p. 371)
• Retailing in Overseas Markets(p. 372)
• International Franchising(p. 378)
• International Physical Distribution(p. 379)
• Summary(p. 382)
• Review Questions(p. 383)
• Creative Questions(p. 383)
• 15 International Advertising(p. 385)
• Perspectives of International Advertising(p. 386)
• Determining Advertising Strategy: Standardization versus Localization(p. 389)
• Media(p. 398)
• International Advertising Program(p. 404)
• Global Advertising Regulations(p. 410)
• Industry Self-Regulation(p. 412)
• Summary(p. 413)
• Review Questions(p. 414)
• Creative Questions(p. 415)
• 16 Multinational Sales Management and Foreign Sales Promotion(p. 417)
• Sales Personnel and Personal Selling Abroad(p. 418)
• Formulating Policy Guidelines(p. 423)
• Implementing Policy(p. 424)
• Repatriation and Reassignment(p. 428)
• International Sales Negotiations(p. 429)
• Foreign Sales Promotion(p. 431)
• Public Relations Overseas(p. 433)
• Summary(p. 435)
• Review Questions(p. 435)
• Creative Questions(p. 436)
• 17 Export Marketing(p. 438)
• U.S. Export Trade(p. 439)
• U.S. Government Encouragement of Exports(p. 444)
• U.S. Government Hindrance of Exports(p. 453)
• Export Management(p. 453)
• Export Procedure(p. 456)
• Duty-Free Zones(p. 462)
• Barter(p. 463)
• Summary(p. 464)
• Review Questions(p. 465)
• Creative Questions(p. 465)
• Part 6 Planning and Control(p. 467)
• 18 Organization and Control in International Marketing(p. 468)
• Alternative Organizational Designs(p. 469)
• Choosing Appropriate Organizational Structure(p. 476)
• New Perspectives on Organization: Corporate Networking(p. 478)
• Delegating Decision-Making Authority to Foreign Subsidiaries(p. 481)
• Performance Evaluation and Control of Foreign Operations(p. 486)
• Conflicts and Their Resolution(p. 490)
• Summary(p. 492)
• Review Questions(p. 493)
• Creative Questions(p. 493)
• 19 Marketing Planning and Strategy for International Business(p. 495)
• Dimensions of International Planning and Strategy(p. 496)
• Planning at a Subsidiary Level(p. 497)
• Marketing Planning at the Corporate Level(p. 502)
• Information Scanning Monitoring(p. 511)
• Achieving Planning Effectiveness(p. 511)
• New Emphasis on Global Strategic Market Planning(p. 512)
• Epilogue(p. 514)
• Summary(p. 518)
• Review Questions(p. 519)
• Creative Questions(p. 520)
• International Marketing Cases(p. 1)
• Case 1 Kodak vs. Fuji(p. 2)
• Case 2 Curtis Automotive Hoist(p. 4)
• Case 3 Farggi(p. 10)
• Case 4 Hatfield Graphics, Inc.(p. 27)
• Case 5 PBS (A) and PBS (B)(p. 30)
• Case 6 Colgate-Palmolive Company(p. 45)
• Case 7 Currency Concepts International(p. 47)
• Case 8 Outback Goes International(p. 52)
• Case 9 California Foods Corporation(p. 72)
• Case 10 Chivaly International(p. 75)
• Case 11 U.S. Automakers in Asia(p. 76)
• Case 12 Nestle (Ghana) Ltd.(p. 80)
• Case 13 EQ Bank(p. 87)
• Case 14 Kellogg in Europe(p. 90)
• Case 15 The Gillette Company(p. 93)
• Case 16 IKEA(p. 95)
• Case 17 NOVA Biomedical and the Iran Deal(p. 99)
• Case 18 The Clondike Works(p. 108)
• Case 19 All Shave in Saudi Arabia(p. 110)
• Case 20 Seagram Co.(p. 111)
• Case 21 Carvel in Beijing(p. 113)
• Case 22 Hewlett-Packard: Designjet Online(p. 131)
• Case 23 The Kellogg Company(p. 145)
• Case 24 Avon Products, S.A. de C.V.(p. 147)
• Case 25 Connecticut Corporation(p. 150)
• Case 26 FedEx and UPS in China--Competing with Contrasting Strategies(p. 153)
• Case 27 PSA Peugeot Citroen(p. 156)
• Case 28 ABB in China: 1998(p. 168)
• Case 29 Barossa Winery(p. 181)
• Case 30 MacDermid, Inc.(p. 191)
• Name and Company Index(p. 1)
• Subject Index(p. 6)