International Marketing

About The Author

PART ONE  The International Environment

* The International Marketing Imperative * International Trade Institutions And U.S. Trade Policy * The Cultural Environment * The Economic Environment * The Financial Environment * The International Political And Legal Environment * Video Case : Global Vendor Relations At Pier 1 Imports * IKEA In The USA * The World Car Market * Hong Kong : The Market Of The Future Or No Future * U.S. Tobacco Exports : A New Perspective * The Once And Future Ivory Trade * One Afternoon At The United States International Trade Commission

PART TWO  Beginning International Marketing Activities

* Building The Knowledge Base * The Export Process * Export Intermediaries, Licensing, And Franchising * Product Adaptation * Export Pricing Strategies * International Communications * Channels And Distribution Strategies * Water From Iceland * Joemarin Oy * Sperry/MacLennan Architects And Planners * Spectrum Color Systems Inc.* Video Case : Lakewood Chopsticks Exports * Otjiwarongo Crocodile Ranch * Damar International

PART THREE  Global Marketing Management

* Global Strategic Planning * Global Market Expansion * Product And Brand Management * Services Marketing * Global Pricing Strategic * Logistics And Supply Chain Management * Global Promotional Strategies * Marketing Organization, Implementation, And Control * Amazon.com * Benetton * Parker Pen Company * Nova Scotia * AOL : International Expansion * Nike In Southeast Asia * Video Case : ESPN * Aftermath Of An Environmental Disaster : Union Carbide In Bhopal * Establishing An Overseas Law Office * Video Case : Whirlpool And The Global Appliance Industry * Attracting Foreign Direct Investment : German Luxury Cars In The U.S * Comeback From A Near-Death Experience : Audi Of America 1992-1997 * Marketing And The Environment : Tuna Versus Dolphins

PART FOUR  International Marketing Transitions

* Countertrade * Newly Emerging Markets * The Future * Kadimi Group * Customer Service Online : The HP Designjet * Ecological Cooling : The Fridge From Eastern Germany * The F-18 Hornet Offset * An Expatriate Tour In El Salvador * Video Case : A Taste Of The West

Credits And Acknowledgments

Name Index

Subject Index

This book, International Marketing,  reflects both the theory and the application of international marketing. It offers research insights from around the globe and shows how corporate practices are adjusting to the marketplace realities of today. It also covers the full spectrum of international marketing, from start-up operations to the formation of virtual alliances. It offers a thorough discussion of the operations of multinational corporations, but also presents a specific  focus on the activities  of small and medium-sized forms, which are increasingly major players in the international market and are  to many students their employers. This book also addresses the growing interaction between government and business. It emphasizes how businesses work with governments and what  role governmental considerations can play for the international marketer. This book fully integrates e-commerce and the technology and information revolution, and their impact on the international marketer.