INTERNATIONAL MARKETING, 9th Edition 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.
Table of Contents
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: China: Forging a Global Reputation. The Catfish Dispute. IKEA. Car Financing in China. Should Dubai Take Over U.S. Ports?. Closing the MG Rover Plants: The Aftereffects.
Part II: INTERNATIONAL MARKET ENTRY AND DEVELOPMENT.
6. Strategic Planning.
7. Marketing Organization, Implementation and Control.
9. Market Entry and Expansion.
Cases: Starting and Import/Export Business. Water from Iceland. Damar International. Parker Pen Company. Exporting Chopsticks to Japan.
Part III: EXPORT MARKETING MIX.
10. Product Adaptation.
11. Export Pricing.
12. Marketing Communication.
13. Distribution Management.
Cases: Honeyland Manuka Honey from New Zealand. Davila-Bond and the Latin American Sweater Market. 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.
19. International Marketing and the Future.
Appendix A: Careers in International Marketing.
Cases: Polar Adidas. LPP-Reserve: Growth of a Fashion Retailer. International Marketing and the NBA. Blood Free Diamonds. Nova Scotia. The F-18 Hornet Offset.