ESCP Europe

International Marketing: A Global Perspective examines the main issues facing companies that want to compete successfully in the global marketplace. It combines extensive coverage of the relevant theories with a practical approach to the issues and broadens the way business students view international markets and marketing. Using real-world case studies and vignettes centred on contemporary problems and issues, International Marketing: A Global Perspective will be ideal for undergraduates, MBA students and students following executive courses in international marketing or strategy. Unlike many US and European texts International Marketing: A Global Perspective does not look out at the international scene from just one standpoint; rather it examines the way businesses go international from a variety of different countries and continents, for instance, from Asia to Europe, Europe to North American and Latin America to the US. The new edition has been brought completely up-to-date and has a full range of ancillary material for lecturers and students. - From publisher

Preface --- PART I: STRATEGIC ANALYSIS --- 1. Challenge of Globalization --- 2. Potential Market Assessment: Determination of Attractive Markets --- 3. Potential Market Assessment: Economic Environment --- 4. Potential Market Assessment: Political and Legal Environment --- 5. Potential Market Assessment: Cultural Environment --- 6. Operating Environment Assessment: Firms Competitive Position --- 7. International Marketing Intelligence --- PART II: BASIC STRATEGIC DECISIONS --- 8. Intended Strategic Position --- 9. Rules of Business Behavior --- 10. Resource Allocation --- PART III: BUILDING AND SUSTAINING THE INTENDED GLOBAL POSITION --- 11. International Product Management --- 12. International Distribution Management --- 13. International Sales Management --- 14. International Marketing Logistics --- 15. International Market Communications --- 16. International Pricing Decisions --- 17. International Marketing Plan.