International Marketing: A Global Perspective examines the main issues facing companies that want to compete successfully in the global marketplace. It combines extensive coverage of the relevant theories with a practical approach to the issues and broadens the way business students view international markets and marketing. Using real-world case studies and vignettes centred on contemporary problems and issues, International Marketing: A Global Perspective will be ideal for undergraduates, MBA students and students following executive courses in international marketing or strategy.
Unlike many US and European texts International Marketing: A Global Perspective does not look out at the international scene from just one standpoint; rather it examines the way businesses go international from a variety of different countries and continents, for instance, from Asia to Europe, Europe to North American and Latin America to the US.
The new edition has been brought completely up-to-date and has a full range of ancillary material for lecturers and students.
Preface.
PART I: STRATEGIC ANALYSIS.
1. Challenge of Globalization.
2. Potential Market Assessment: Determination of Attractive Markets.
3. Potential Market Assessment: Economic Environment.
4. Potential Market Assessment: Political and Legal Environment.
5. Potential Market Assessment: Cultural Environment.
6. Operating Environment Assessment: Firms Competitive Position.
7. International Marketing Intelligence.
PART II: BASIC STRATEGIC DECISIONS.
8. Intended Strategic Position.
9. Rules of Business Behavior.
10. Resource Allocation.
PART III: BUILDING AND SUSTAINING THE INTENDED GLOBAL POSITION.
11. International Product Management.
12. International Distribution Management.
13. International Sales Management.
14. International Marketing Logistics.
15. International Market Communications.
16. International Pricing Decisions.
17. International Marketing Plan.
