Part I The Global Approach to Marketing Chapter 1 The nature of international marketing Introduction to international marketing; Reasons for marketing abroad; Exporting; Notes Chapter 2 Strategic considerations in international marketing Strategy; Competitive advantage; Investment in products and markets; International marketing planning; Control and coordination; The environments of international marketing; The economic and political environment; The cultural environment; Legal aspects of international marketing; Organization of MNCs; Selecting the best structure Part II The Trading Environment Chapter 3 International trade The balance of payments; Barriers to international trade; The World Trade Organization; Countertrade Chapter 4 Regional analysis techniques Regional analysis of world markets; Regional economic groupings Chapter 5 North Atlantic countries The Americas; Europe Chapter 6 China, the Pacific Rim, Japan and Oceania China; The Pacific Rim; Japan; Oceania Chapter 7 Third World countries Marketing in the Third world; Selling to the Third World; Why sell to the Third World?; Latin America; The Indian subcontinent; Africa; Important African countries; the Middle East; Doing business in the Arab Middle East; Important Middle Eastern countries Part III Organizing for International Markets Chapter 8 International marketing research The function of marketing research; Information needs; The marketing information system; The research programme; Marketing research in the Third World; Organizing research Chapter 9 Market screening techniques Choosing markets; Identifying appropriate markets; Market segmentation Chapter 10 Entering international markets The decision-taking process; Agents and distributors; Licensing and franchising; Brands and subsidiaries; International marketing through the Internet; Foreign manufacturing; Joint ventures; Human resource aspects; The process of internationalization; The global company Chapter 11 Export methods and procedures Deciding to export; Transport; Documenting a consignment; Cargo insurance; Customs declarations; Credit insurance; Finance of foreign trade; Factoring and forfaiting; Appendix -- the export plan Chapter 12 International and global products The nature of international product policy; Product positioning; Time-based competition; Standardization versus modification of products; New product development for international markets; Packaging; Customer care; Trade marks and branding; Counterfeiting; Appendix -- international product lifecycles Chapter 13 International and global pricing approaches Factors influencing pricing; International pricing approaches; The research task; INCOTERMS : Foreign exchange considerations; Price discrimination and parallel exporting; Predatory pricing; Dumping; Transfer pricing Chapter 14 International advertising The nature of international advertising; Standardization versus customization of promotional messages; The international advertising agency; Regulation of advertising; International media planning; The advertising budget Chapter 15 Below-the-line marketing communication International public relations; International direct marketing; International relationship marketing; International sales promotions; Business-to-business campaigns; Exhibiting Chapter 16 Future developments in global marketing Business-to-business marketing; Anti-globalization movements; Global reputation management; World free trade; Market research; Marketing through the World Wide Web Marketing plans.