Core Principles of International Marketing

Contents

1. Front Matter

   1. Introduction
   2. Acknowledgements
   3. Dedication

2. Chapter 1

   1. Chapter 1: Introduction to International Marketing
   2. 1.1 Defining Marketing
   3. 1.2 Defining International Marketing
   4. 1.3 The Motivation for International Marketing
   5. 1.4 Stages in International Marketing
   6. 1.5 Why International Marketing Matters
   7. 1.6 Challenges of Global Marketing
   8. 1.7 What is Globalization
   9. 1.8 The Globalization Debate
   10. 1.9 Standardization and Customization

3. Chapter 2

   1. Chapter 2: International Business and Trade
   2. 2.1 International Trade
   3. 2.2 International Economic Cooperation among Nations
   4. 2.3 Understanding Tariffs
   5. 2.4 Regional Economic Integration
   6. 2.5 The United Nations and the Impact on Trade
   7. 2.6 Trade Controversies
   8. 2.7 Foreign Direct Investment

4. Chapter 3

   1. Chapter 3: Social and Cultural Environment
   2. 3.1 Factors Shaping the Global Marketing Environment
   3. 3.2 The Social and Cultural Environment
   4. 3.3 Importance of Culture on Markets
   5. 3.4 What is Culture
   6. 3.5 Describing Culture
   7. 3.6 Marketing Across Cultures

5. Chapter 4

   1. Chapter 4: The Economic and Political Environment
   2. 4.1 The Economic Environment
   3. 4.2 The Political Environment
   4. 4.3 Political Risk
   5. 4.4 Legal Risk

6. Chapter 5

   1. Chapter 5: Economic Development in the World
   2. 5.1 World Economies
   3. 5.2 Classifying World Economies
   4. 5.3 Understanding the Developed World
   5. 5.4 The Developing World
   6. 5.5 Emerging Markets

7. Chapter 6

   1. Chapter 6: Global Market Planning
   2. 6.1 Measuring Market Attractiveness
   3. 6.2 Global Market Opportunity Assessment - PESTEL Analysis
   4. 6.3 Global Market Opportunity Assessment - CAGE Analysis
   5. 6.4 Global Market Opportunity Assessment - Scenario Planning and Analysis
   6. 6.5 Selecting the Countries to Enter
   7. 6.6 Global Market Segmentation
   8. 6.7 Using Demographics to Guide Global Marketing Strategy
   9. 6.8 Target Market Selection
   10. 6.9 Basics of Positioning
   11. 6.10 Global Positioning

8. Chapter 7

   1. Chapter 7: Global Market Entry Modes
   2. 7.1 International Entry Modes
   3. 7.2 Exporting
   4. 7.3 Licensing
   5. 7.4 Franchising
   6. 7.5 Contract Manufacturing
   7. 7.6 Joint Ventures

9. Chapter 8

   1. Chapter 8: Global Products
   2. 8.1 Global Product Development
   3. 8.2 Global Products and Services
   4. 8.3 Product Adaptation Decisions
   5. 8.4 Global Innovation
   6. 8.5 Global Innovation at the BOP

10. Chapter 9

    1. Chapter 9: Global Branding
    2. 9.1 Formulating a Global Brand Strategy
    3. 9.2 Global Branding
    4. 9.3 Global Brand Structures
    5. 9.4 Determinants of Global Brand Structure
    6. 9.5 Managing Key Strategic Brands

11. Chapter 10

    1. Chapter 10: Global Channels and Supply Chains
    2. 10.1 Basics of Distribution Channels
    3. 10.2 Global Supply Chains
    4. 10.3 Global Sourcing and Distribution
    5. 10.4 Organizing The Channel

12. Chapter 11

    1. Chapter 11: Global Promotions
    2. 11.1 Changes in Promotion
    3. 11.2 Global Communication Platform
    4. 11.3 Global Communication Strategies

13. Chapter 12

    1. Chapter 12: Global Pricing
    2. 12.1 Basics of Pricing
    3. 12.2 Introduction to Global Pricing
    4. 12.3 Global Pricing Approaches
    5. 12.4 Currency Fluctuations and Global Pricing
    6. 12.5 Tariffs and Global Pricing
    7. 12.6 Quotas and Dumping

14. Chapter 13

    1. Chapter 13: The International Marketing Plan
    2. 13.1 Marketing Plan Basics
    3. 13.2 Writing the International Marketing Plan

15. Back Matter

    1. About the Author