International marketing

Part I: THE INTERNATIONAL MARKETING ENVIRONMENT.

1. The Global Environment.

2. International Trade Frameworks and Policy.

3. The Role of Culture.

4. The Economic Environment.

5. The Political and Legal Environments.

Part II: FINDING GLOBAL CUSTOMERS.

6. The Global Consumer.

7. Strategic Planning.

8. Analyzing People and Markets.

9. Market Entry and Expansion.

10. Organization for Global Marketing.

Part III: THE GLOBAL MARKETING MIX.

11. Product Management and Global Brands.

12. Marketing of Services.

13. Advertising, Promotion, and Sales.

14. Pricing Strategies and Tactics.

15. Global Distribution and Logistics.

Part IV: LEADERSHIP IN GLOBAL MARKETING.

16. Social Networks and Communication.

17. Leadership: Responsibility and Sustainability.

18. New Directions and Challenges.

Appendix. Finding Your Calling in Global Markets: Jobs and Careers.

INTERNATIONAL MARKETING, 10E, is a completely up-to-date text for one of the most dynamic upper-level and graduate courses in marketing departments today. It offers the entire range of international marketing topics beginning with start-up operations, continuing with new market entry considerations, and concluding with the international issues confronting giant global marketers. The text is designed for the undergraduate student with prior exposure to the marketing field. Because of its in-depth coverage, it also presents an excellent challenge for graduate instruction and executive education.