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Tables of Contents for International Marketing
Chapter/Section Title
Page #
Page Count
Preface
v
Part One The International Environment
2
236
Chapter 1 The International Marketing Imperative
2
28
Chapter 2 International Trade Institutions and U.S. Trade Policy
30
32
Chapter 3 The Cultural Environment
62
31
Chapter 4 The Economic Environment
93
48
Chapter 5 The Financial Environment
141
27
Chapter 6 The International Political and Legal Environment
168
70
Cases Part One
197
41
One Afternoon at the United States International Trade Commission
197
3
Substituting U.S. Tobacco Exports for Domestic Consumption
200
7
IKEA in the USA
207
5
Protecting the Environment: The Dolphin Controversy
212
4
America for Sale--and Returned
216
2
The World Car Market
218
4
Hong Kong: The Market of the Future or No Future
222
9
Video Case: North American Free Trade Agreement
231
2
Video Case: Lobbying in the United States
233
5
Part Two Beginning International Marketing Activities
238
256
Chapter 7 Building the Knowledge Base
238
44
Chapter 8 The Export Process
282
23
Chapter 9 Product Adaptation
305
30
Chapter 10 Export Pricing Strategies
335
24
Chapter 11 International Communications
359
24
Chapter 12 Channels and Distribution Strategies
383
38
Chapter 13 Licensing, Franchising, and Export Intermediaries
421
73
Cases Part Two
443
51
Tollens N.V.--Holland Surfstone
443
10
Joemarin Oy
453
7
Sperry/MacLennan Architects and Planners
460
6
Otjiwarongo Crocodile Ranch
466
8
Water from Iceland
474
7
Spectrum Color Systems, Inc.
481
8
Video Case: Lakewood Forest Products
489
5
Part Three Global Marketing Management
494
252
Chapter 14 Global Strategic Planning
494
22
Chapter 15 Global Market Expansion
516
23
Chapter 16 Product and Brand Management
539
26
Chapter 17 Services Marketing
565
28
Chapter 18 Global Pricing Strategies
593
18
Chapter 19 Logistics
611
27
Chapter 20 Global Promotional Strategies
638
32
Chapter 21 Marketing Organization, Implementation, and Control
670
76
Cases Part Three
700
46
Toys (XXX) Us in Japan
700
7
Made in the USA: German Luxury Cars
707
3
Benetton
710
2
Agencia de Publicidad Aramburu S.A. (APA)
712
8
Parker Pen Company
720
4
Nova Scotia
724
6
Establishing an Overseas Law Office
730
3
Aftermath of an Environmental Disaster: Union Carbide in Bhopal
733
3
Corporate Crisis Management: The Audi 5000
736
6
Video Case: Music: America's Booming Export
742
4
Part Four International Marketing Transitions
746
Chapter 22 Countertrade
746
23
Chapter 23 Newly Emerging Markets
769
26
Chapter 24 The Future
795
Cases Part Four
823
Troll--AEG
823
18
McDonnell Douglas: The F-18 Hornet Offset
841
8
Ecological Cooling: The Fridge From Eastern Germany
849
3
Hathaway Electronics: The Foreign Assignment
852
5
Video Case: A Taste of the West
857
Name Index I
1-1
5
Subject Index I
1-6