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Tables of Contents for An Introduction to International Marketing
Chapter/Section Title
Page #
Page Count
Acknowledgements
vi
Chapter 1 Why all Businesses Need to Think International
1
12
Introduction
1
1
The shape of things to come: making sense of the new world order
2
6
The shape of things to come: your company in the new world order
8
3
Summary
11
2
Chapter 2 The Route to Market
13
15
Introduction
13
3
The international marketing environment
16
5
Customers
21
5
Summary
26
2
Chapter 3 Getting the Information
28
14
Introduction
28
1
Which markets: looking for opportunity overseas
29
3
What's already available
32
2
Desk research sources
34
3
The intermediate stage
37
1
Primary research
38
2
Summary
40
2
Chapter 4 Planning for International Markets
42
13
Introduction: planning order from chaos
42
1
The international dimension
43
10
Summary
53
2
Chapter 5 Managing the Strategic Level of Involvement -- Exporting Directly and Indirectly
55
19
Introduction
55
4
Entry analysis
59
13
Summary
72
2
Chapter 6 Managing the Strategic Level of Involvement in Production Overseas
74
20
Introduction
74
1
Production without direct investment
75
6
Production with direct investment
81
9
Electronic distribution
90
1
Exit strategies and strategic development
91
1
Summary
92
2
Chapter 7 What Should we Sell? Product Policy in International Marketing
94
13
Introduction
94
1
Nature of the product
95
2
Marketing audit and the product
97
4
Balancing customer and organizational needs
101
2
The international product life cycle (PLC)
103
1
The country of origin effect
104
1
Branding
105
1
Summary
106
1
Chapter 8 What Should we Charge?
107
17
Introduction
107
1
Pricing strategies
108
2
Global pricing strategies
110
4
Terms of trade and method of payment
114
2
The mechanics of the deal
116
3
Currency issues
119
2
Broader issues
121
1
Summary
122
2
Chapter 9 Promotion: Marketing Communications -- Talking to our Customers
124
15
Introduction
124
1
Problems in international marketing communications
125
2
A planning framework
127
9
Managing the international marketing communications process
136
2
Summary
138
1
Chapter 10 International Distribution and Logistics
139
7
Introduction
139
1
Logistics
140
2
Global infrastructure developments
142
2
Intra-country distribution
144
1
The length of the channel
145
1
Summary
145
1
Chapter 11 A Pro Forma for International Marketing
146
10
Introduction
146
1
The questionnaire
147
9
Chapter 12 World Trade Infrastructure
156
22
Introduction
156
1
The big picture
157
1
The big players
158
1
Rising stars
158
10
Service included?
168
4
Communications
172
6
Sources
178
1
Further Reading
179
2
Index
181