Abstract
I. THE INTERNATIONAL MARKETING ENVIRONMENT. 1. Why Go International? 2. Trade's Economic Environment. 3. Trade's Financial Mechanisms. 4. Marketing Within Cultural Contexts. 5. Trade, Politics, and Law. II. INTERNATIONAL MARKETING STRATEGIES. 6. Exporting and International Market Entry. 7. Multinational and Global Marketing. 8. Taking Services Global. III. MANAGING GLOBAL MARKETING. 9. International Market Research. 10. Global Product and Brand Management. 11. Pricing in Global Markets. 12. Global Distribution and Logistics. 13. International Negotiation and Communication. 14. Organizing for Global Marketing. 15. Twenty-First Century Trade Globalists. Index. About the Authors.
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