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About the Book
Table of Contents
- Preface
- Part One: Overview of World Business
- Chapter 1 Nature of international marketing: Challenges and opportunities
- Chapter 2 Trade theories and economic cooperation
- Chapter 3 Trade Distortions and Marketing Barriers
- Part Two: World Market Environment
- Chapter 4 Political Environment
- Chapter 5 Legal Environment
- Chapter 6 Culture
- Chapter 7 Consumer Behavior in the International Context: Psychological and Social Dimensions
- Part Three: Planning for International Marketing
- Chapter 8 Marketing Research and Information System
- Chapter 9 Foreign Market Entry Strategies
- Part Four: International Marketing Decisions
- Chapter 10 Product Strategies: Basic Decisions and Product Planning
- Chapter 11 Product Strategies: Branding and Packaging Decisions
- Chapter 12 Channels of Distribution
- Chapter 13 Physical Distribution and Documentation
- Chapter 14 Promotion Strategies: Personal Selling, Publicity, and Sales Promotion
- Chapter 15 Promotion Strategies: Advertising
- Chapter 16 Pricing Strategies: Basic Decisions
- Chapter 17 Pricing Strategies: Countertrade and Terms of Sale/Payment
- Part Five: Financial Decisions
- Chapter 18 Financial Strategies: Financing and Currencies