Índice: Part one: A conceptual overview. One . Introduction to global marketing; Two . Global marketing planning. Part Two: The global marketing environment. Three . Economic Environment; Four. Social and Cultural Environment; Five. Legal and regulatory environment; Six. Foreign Exchenge and financial decisions. Part Three: Targeting global markets. Seven. Global marketing information systems and research; Eight. Global segmentation, targeting, and positioning. Part Four: Formulating global marketing strategy. Nine. Sourcing decisions ant the value chain; Ten. Strategy alternatives for global market entry and expansion; Eleven. Competitive analysis and strategy; Twelve. Cooperative strategies and global strategic parnerships. Part Five: The global marketing mix. Thirteen. Produts decisions; Fourteen. Pricing decisions; Fifteen. Channel decisions; Sixteen. Global marketing communications decisions:advertising; Seventeen. Exporting and importing; Eighteen. Leading, Organizing, and controlling the global marketing effort; Nineteen. The future of global marketing.

Resumo: This leading book in international marketing features comprehensive cases that cover consumer, industrial, low tech and high tech, product and services marketing.