Brief Content

The International Environment

The Concept of Global Marketing

Economic Environment: The World Economy

Economic Environment: The Foreign Economies

Cultural Environment: The people of the World

The Political-Legal Environment

International Marketing Management

Global Marketing Strategy

International Marketing Intelligence

International Product Policy:
The Basic Product and Its Attributes

International Product Policy: New-Product Development and Product-Line Policies

Foreign Market Entry

Distribution: Foreign Market Channels and Global Logistics

International Promotion: Advertising

International Promotion: Other Factors

Pricing in International Marketing

International Marketing of Services

Coordinating International Marketing

Planning, Organization, and Control
of International Marketing

The Future of International Marketing