Includes bibliographical references and index.

Part I: THE INTERNATIONAL MARKETING ENVIRONMENT. 1. The Global Marketing Imperative. Appendix A: The Basics of Marketing. Appendix B: Geography and Global Warming. 2. Trade Institutions and Trade Policy. 3. The Cultural Environment. 4. The Economic Environment. 5. The Political and Legal Environment. Cases: The Catfish Dispute. Trick or Treat. Marketing Cigarettes and Tobacco. IKEA. Car Financing in China. Part II: INTERNATIONAL MARKET ENTRY AND DEVELOPMENT. 6. Strategic Planning. 7. Marketing Organization, Implementation and Control. 8. Research. 9. Market Entry and Expansion. Cases: Damar International. Polar-Adidas. Parker Pen. Part III: EXPORT MARKETING MIX. 10. Product Adaptation. 11. Export Pricing. 12. Marketing Communication. 13. Distribution Management. Cases: Dr. Eris - Cosmetics from Poland. Imaginarium. Joemarin. Gray Ferrari. Part IV: THE GLOBAL MARKETING MIX. 14. Global Product Management and Branding. 15. Global Services. 16. Global Logistics and Materials Management. 17. Global Pricing. 18. Global Promotion. Appendix C: Careers in International Marketing. Cases: International Marketing and the NBA. Oil for Food. Blood Free Diamonds. Novia Scotia. F-18 Offset.

International Marketing, 8e is a completely up-to-date text for one of the most dynamic upper-level and graduate courses in marketing departments today. It offers the entire range of international marketing topics beginning with start-up operations, continuing with new market entry considerations, and concluding with the international issues confronting giant global marketers. The text is designed for the undergraduate student with prior exposure to the marketing field. Because of its in-depth coverage, it also presents an excellent challenge for graduate instruction and executive education.