International Marketing (2版)

Table of Contents PART I. Essentials of International Marketing 1. Introduction to International Marketing 2. Culture and Cross-Cultural Marketing 3. Global Trade and Integration 4. Country Selection and Entry Strategies 5. International Marketing Planning, Organization and Control PART II. International Markets and Market Research 6. Markets and Segmentation in an International Context 7. International Positioning 8. Market Research in the International Environment PART III. International Product Marketing 9. International Product and Brand Marketing 10. International Product Standardization and Adaptation PART IV. International Pricing and Finance 11. International Pricing 12. International Finance and Pricing Implications PART V. International Place or Distribution 13. International Marketing Channel Management 14. International Distribution: Exporting and Retailing PART VI. International Promotion 15. Globally Integrated Marketing Communications 16. International Sales Promotions and Public Relations