Description
PART I. Essentials of International Marketing
1. Introduction to International Marketing
2. Culture and Cross-Cultural Marketing
3. Global Trade and Integration
4. Country Selection and Entry Strategies
5. International Marketing Planning, Organization 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
