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Part I The Global Approach to Marketing; Chapter 1 The nature ofinternational marketing Introduction to international marketing Reasons formarketing abroad Exporting Notes; Chapter 2 Strategic considerations ininternational marketing Strategy Competitive advantage Investment in productsand markets International marketing planning Control and coordination Theenvironments of international marketing The economic and politicalenvironment The cultural environment Legal aspects of international marketingOrganization of MNCs Selecting the best structure; Part II The TradingEnvironment; Chapter 3 International trade The balance of payments Barriersto international trade The World Trade Organization Countertrade; Chapter 4Regional analysis techniques Regional analysis of world markets Regionaleconomic groupings; Chapter 5 North Atlantic countries The Americas Europe;Chapter 6 China, the Pacific Rim, Japan and Oceania China The Pacific RimJapan Oceania; Chapter 7 Third World countries Marketing in the Third worldSelling to the Third World Why sell to the Third World? Latin America TheIndian subcontinent Africa Important African countries the Middle East Doingbusiness in the Arab Middle East; Important Middle Eastern countries; PartIII Organizing for International Markets; Chapter 8 International marketingresearch The function of marketing research Information needs The marketinginformation system The research programme Marketing research in the ThirdWorld Organizing research; Chapter 9 Market screening techniques Choosingmarkets Identifying appropriate markets Market segmentation; Chapter 10Entering international markets The decision-taking process Agents anddistributors Licensing and franchising Brands and subsidiaries Internationalmarketing through the Internet Foreign manufacturing Joint ventures Humanresource aspects The process of internationalization The global company;Chapter 11 Export methods and procedures Deciding to export TransportDocumenting a consignment Cargo insurance Customs declarations Creditinsurance Finance of foreign trade Factoring and forfeiting; Appendix - theexport plan; Chapter 12 International and global products The nature ofinternational product policy Product positioning Time-based competitionStandardization versus modification of products New product development forinternational markets Packaging Customer care Trade marks and brandingCounterfeiting; Appendix - international product lifecycles; Chapter 13International and global pricing approaches Factors influencing pricingInternational pricing approaches The research task INCOTERMS Foreign exchangeconsiderations Price discrimination and parallel exporting Predatory pricingDumping Transfer pricing; Chapter 14 International advertising The nature ofinternational advertising Standardization versus customization of promotionalmessages The international advertising agency Regulation of advertisingInternational media planning The advertising budget; Chapter