International Marketing is aimed primarily at intermediate and advanced undergraduate and postgraduate students taking International Marketing modules. Due to its applied coverage, the book is also an excellent choice at MBA and post-experience levels.
The book covers the entire range of international marketing topics, logically divided into four Parts:
? Part One outlines the core concepts of international marketing, and discuses the environmental forces which the international marketer has to consider.
? Part Two focuses on international market entry and development, addressing strategic planning for internationalisation, including preparing (through research) and executing the entry.
? Part Three addresses the elements of the marketing mix that are most important for firms at the initial stage of internationalisation
? Part Four discusses the marketing management issues most relevant to the expanded global operations of multinational corporations.
PART I: THE INTERNATIONAL MARKETING ENVIRONMENT
1. The global marketing imperative
Appendix A: Basics of marketing
Appendix B: Geographical perspectives on international marketing
2. Trade institutions and trade policy
3. The cultural environment
4. The economic environment
5. The political and legal environment
Cases 1
Managing the challenge of WTO participation
Fighting poverty through trade
IKEA
Car financing in China
PART II: INTERNATIONAL MARKET ENTRY AND DEVELOPMENT
6. Strategic planning
7. Marketing organization, implementation and control
8. Research
Appendix A: Information sources for marketing issues
Appendix B: The structure of a country commercial guide
9. Market entry and expansion
Cases 2
BBQ donut ? internationalization strategy by coincidence
Polar-adidas
Parker Pen Company
Teva Pharmaceuticals Ltd
PART III: EXPORT MARKETING MIX
10. Product adaptation
11. Export pricing
12. Marketing communication
13. Distribution management
Cases 3
Dr Eris: Cosmetics from Poland
Imaginarium
Joemarin Oy
PART IV: THE GLOBAL MARKETING MIX
14. Global product management and branding
15. Global services
16. Global logistics and materials management
17. Global pricing
18. Global promotional strategies
Appendix: Careers in international marketing
Cases 4
Oil for food
Blood free diamonds
The F-18 Hornet Offset
