CONTENTS Preface vii PART ONE 1 An Overview 1 The Scope and Challenge of International Marketing 2 2 The Dynamic Environment of International Trade 34 PART TWO 73 The Culture Environment of Global Markets 3 History and Geography : The Foundations of Culture 74 4 Cultural Dynamics in Assessing Global Markets 116 5 Culture, Management Style, and Business Systems 152 6 The Political Environment : A Critical Concern 189 7 The International Legal Environment : Playing By the Rules 216 PART THREE 257 Assessing Global Market Opportunities 8 Developing a Global Vision through Marketing Research 258 9 Emerging Markets 294 10 Multinational Market Regions and Market Groups 333 PART FOUR 375 Developing Global Marketing Strategies 11 Global Marketing Management : Planning and Organization 376 12 Products and Services for Consumers 405 13 Products and Services for Businesses 443 14 International Marketing Channels 472 15 Exporting and Logistics : Special Issues for Business 515 16 Integrated Marketing Communications and International Advertising 552 17 Personal Selling and Sales Management 589 18 Pricing for International Markets 618 PART FIVE 659 Implementing Global Marketing Strategies 19 Negotiating with International Customers, Partners, and Regulators 660 PART SIX 691 Supplementary Material Cases for Part 1703 Cases for Part 2726 Cases for Part 3761 Cases for Part 4792 Glossary 849 Name Index 861 Subject Index 869