International Marketing: A Global Perspective

PART I: STRATEGIC ANALYSES. 1. Introduction: The Challenge of Globalization. 2. Potential Market Assessment: Determination of Attractive Markets. 3. Assessing the Potential Markets: The Economic Environment. 4. Assessing Potential Markets; The Political and Legal Environment. 5. Assessing Potential Markets: The Cultural Environment. 6. Assessing the Operating Environment: The Firms Competitive Position. 7. International Market Intelligence. PART II: BASIC STRATEGIC DECISIONS. 8. The Intended Strategic Position. 9. Rules of Business Behaviour. 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 Communication. 16. International Price Management. 17. International Marketing Planning and Budgeting.