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• Cover
• Title Page
• Dedication
• About the Authors
• Preface
• Four Fundamental Issues Addressed in the Seventh Edition
• Our Pedagogical Orientation
• Global Orientation
• Interdisciplinary Perspective
• Proactive Orientation
• Cultural Sensitivity
• Research Orientation
• Practical Orientation
• Internet Implications
• Acknowledgments
• 1 GLOBALIZATION IMPERATIVE
• Why Global Marketing Is Imperative
• Globalization of Markets: Convergence and Divergence
• Evolution of Global Marketing
• Summary
• Key Terms
• Review Questions
• Discussion Questions
• Further Reading
• Appendix: Theories of International Trade and the Multinational Enterprise
• 2 ECONOMIC ENVIRONMENT
• Intertwined World Economy
• Country Competitiveness
• Emerging Economies
• Evolution of Cooperative Global Trade Agreements
• Information Technology and the Changing Nature of Competition
• Regional Economic Arrangements
• Multinational Corporations
• Summary
• Key Terms
• Review Questions
• Discussion Questions
• Further Reading
• 3 FINANCIAL ENVIRONMENT
• Historical Role of the U.S. Dollar
• Development of Today’s International Monetary System
• Foreign Exchange and Foreign Exchange Rates
• Balance of Payments
• Economic and Financial Turmoil around the World
• Marketing in the Euro Area
• Summary
• Key Terms
• Review Questions
• Discussion Questions
• Further Reading
• 4 GLOBAL CULTURAL ENVIRONMENT AND BUYING BEHAVIOR
• Meaning of Culture
• Elements of Culture
• Cross-Cultural Comparisons
• Adapting to Cultures
• Culture and the Marketing Mix
• Summary
• Key Terms
• Review Questions
• Discussion Questions
• Further Reading
• 5 POLITICAL AND LEGAL ENVIRONMENT
• Political Environment—Individual Governments
• Political Environment—Social Pressures and Political Risk
• Terrorism and the World Economy
• International Agreements
• International Law and Local Legal Environment
• Issues Transcending National Boundaries
• Summary
• Key Terms
• Review Questions
• Discussion Questions
• Further Reading
• 6 GLOBAL MARKETING RESEARCH
• Research Problem Formulation
• Secondary Global Marketing Research
• Primary Global Marketing Research
• Leveraging the Internet for Global Market Research Studies
• Market Size Assessment
• New Market Information Technologies
• Managing Global Marketing Research
• Summary
• Key Terms
• Review Questions
• Discussion Questions
• Further Reading
• 7 GLOBAL SEGMENTATION AND POSITIONING
• Reasons for International Market Segmentation
• International Market Segmentation Approaches
• Segmentation Scenarios
• Bases for International Market Segmentation
• International Positioning Strategies
• Global, Foreign, and Local Consumer Culture Positioning
• Summary
• Key Terms
• Review Questions
• Discussion Questions
• Further Reading
• Appendix
• 8 GLOBAL MARKETING STRATEGIES
• Information Technology and Global Competition
• Global Strategy
• Global Marketing Strategy
• R&D, Operations, and Marketing Interfaces
• Regionalization of Global Marketing Strategy
• Competitive Analysis
• Summary
• Key Terms
• Review Questions
• Discussion Questions
• Further Reading
• 9 GLOBAL MARKET ENTRY STRATEGIES
• Country Selection
• Scale of Entry
• Choosing the Mode of Entry
• Exporting
• Licensing
• Franchising
• Expanding Through Joint Ventures and Alliances
• Wholly Owned Subsidiaries
• Dynamics of Entry Strategies
• Timing of Entry
• Exit Strategies
• Summary
• Key Terms
• Review Questions
• Discussion Questions
• Further Reading
• Appendix A: Alternative Country Screening Procedure
• Appendix B: Mode of Entry Choice—Three Theoretical Perspectives
• 10 GLOBAL PRODUCT POLICY DECISIONS I: DEVELOPING NEW PRODUCTS FOR GLOBAL MARKETS
• Standardization versus Customization
• Multinational Diffusion
• Developing New Products in the Global Marketplace
• Truly Global Product Development
• Summary
• Key Terms
• Review Questions
• Discussion Questions
• Further Reading
• Appendix: Using Conjoint Analysis for Concept Testing in Global New Product Development
• 11 GLOBAL PRODUCT POLICY DECISIONS II: MARKETING PRODUCTS AND SERVICES
• Global Branding Strategies
• Management of Multinational Product Lines
• Product Piracy
• Country-of-Origin (COO) Effects
• Global Marketing of Services
• Summary
• Key Terms
• Review Questions
• Discussion Questions
• Further Reading
• 12 GLOBAL PRICING
• Drivers of Foreign Market Pricing
• Managing Price Escalation
• Pricing in Inflationary Environments
• Global Pricing and Currency Fluctuations
• Transfer Pricing
• Global Pricing and Antidumping Regulation
• Price Coordination
• Summary
• Key Terms
• Review Questions
• Discussion Questions
• Further Reading
• 13 GLOBAL COMMUNICATION STRATEGIES
• Global Advertising and Culture
• Setting the Global Advertising Budget
• Creative Strategy
• Global Media Decisions
• Advertising Regulations
• Choosing an Advertising Agency
• Other Communication Platforms
• Globally Integrated Marketing Communications (GIMC)
• Summary
• Key Terms
• Review Questions
• Discussion Questions
• Further Reading
• 14 SALES MANAGEMENT
• Market Entry Options and Salesforce Strategy
• Cultural Considerations
• Impact of Culture on Sales Management and Personal Selling Process
• Cross-Cultural Negotiations
• Expatriates
• Summary
• Key Terms
• Review Questions
• Discussion Questions
• Further Reading
• 15 GLOBAL LOGISTICS AND DISTRIBUTION
• Definition of Global Logistics
• Managing Physical Distribution
• Managing Sourcing Strategy
• Free Trade Zones
• International Distribution Channel
• International Retailing
• Summary
• Key Terms
• Review Questions
• Discussion Questions
• Further Reading
• 16 EXPORT AND IMPORT MANAGEMENT
• Organizing for Exports
• Indirect Exporting
• Direct Exporting
• Mechanics of Exporting
• Role of the Government in Promoting Exports
• Managing Imports—The Other Side of the Coin
• Mechanics of Importing
• Gray Markets
• Summary
• Key Terms
• Review Questions
• Discussion Questions
• Further Reading
• 17 PLANNING, ORGANIZATION, AND CONTROL OF GLOBAL MARKETING OPERATIONS
• Global Strategic Marketing Planning
• Key Criteria in Global Organizational Design
• Organizational Design Options
• Organizing for Global Brand Management
• Life Cycle of Organizational Structures
• Control of Global Marketing Efforts
• Summary
• Key Terms
• Review Questions
• Discussion Questions
• Further Reading
• 18 MARKETING STRATEGIES FOR EMERGING MARKETS
• Emerging Markets
• Competing with the New Champions
• Targeting/Positioning Strategies in Emerging Markets—BOP or No BOP?
• Entry Strategies for Emerging Markets
• Product Policy
• Pricing Strategy
• The Distribution Challenge
• Communication Strategies for Emerging Markets
• Summary
• Key Terms
• Review Questions
• Discussion Questions
• Further Reading
• 19 GLOBAL MARKETING AND THE INTERNET
• Barriers to Global Internet Marketing
• Global Internet Consumers
• Globally Integrated versus Locally Responsive Internet Marketing Strategies
• The Internet and Global Product Policy
• Global Pricing and the Web
• Global Distribution Strategies and the Internet
• The Role of the Internet for Global Communication Strategies
• Summary
• Key Terms
• Review Questions
• Discussion Questions
• Further Reading
• 20 SUSTAINABLE MARKETING IN THE GLOBAL MARKETPLACE
• Global Corporate Citizenship
• Major Areas of CSR
• The Case for Sustainability
• Challenges for Sustainability Strategies
• Sustainable Marketing and Global Consumers
• Developing and Implementing a Sustainable Strategy
• Global Stakeholder Engagement Programs
• Sustainable Marketing Mix Policy for the Global Marketplace
• Crisis Management and Consumer Boycotts
• Summary
• Key Terms
• Review Questions
• Discussion Questions
• Further Reading
• SUBJECT INDEX
• NAME INDEX
• COMPANY INDEX
• End User License Agreement