International Marketing -- Introduction -- Table of Contents -- Chapter 1: Marketing Basics -- Marketing versus Sales -- Effective Marketing: Binding the Buyer and Seller -- Role of the Marketing Plan: The Action Budget -- Marketing Potential: Today and Tomorrow -- The Role of Marketing in Business: The Rudder of Commerce -- Marketing Functions: Five Classic Functions and a Forgotten One -- The Hierarchy of Effects: Why and How Consumers Buy -- Common Marketing Mistakes: Pay Attention or Pay the Price -- Found versus Created Markets: Discovering and Inventing -- Chapter 2: Elements of the Marketplace -- Elements of Domestic Marketing: Starting at Home -- Elements of Export Marketing: Setting Your Sights on New Horizons -- Decision-Making for Entering International Markets: Taking Aim -- Commonality and Conflict: Reading the Target -- Chapter 3: The Dimensions of International Marketing -- Defining Market Conditions: Money Talks -- The Dawn of Exchange Rates: Money "Walks" -- International Business: Who's Playing, Who's Winning -- Chapter 4: International Trade -- Growth of International Markets: The Grass is Always Greener -- Pride, Prosperity and National Industries -- Absolute and Comparative Advantage -- Coproduction and Trade: Buying Apples with Apples -- Trade Among Nations: Out of Balance, Out of Sorts -- Chapter 5: The Role of Governments -- Sovereignty, Prestige and Security: Our Market, Our Rules -- Host Government Trade Barriers: You Can't Do That Here -- Home Government Intervention: You Can't Do That There -- Formal and Informal Restrictions: Protecting Prosperity -- Trading Blocs: The Invisible Handcuff -- The WTO and International Intervention: One World, One Court -- Overseas Risk Management: Read The Map . . . and Heed It -- Chapter 6: The Role of Cultural Forces -- Language: The Importance of Communication.

Local Customs: Faux Pas, Vrai Pas (False Step, True Step) -- History: Bearing the Burdens of the Past -- Education: Getting the Market Ready for Your Product -- Religion: God and the Marketplace -- Family: Hierarchies and Decision Makers -- Climate: Don't Carry Coals to Calcutta -- Xenophobia: The Trojan Horse Effect -- Cultural Adaptation: Understanding Isn't Agreement -- Guidelines for Cultural Analysis: A Checklist -- Profile of an International Marketeer -- Chapter 7: Developing Products for the Foreign Market -- Carrying an Established Product Across Borders -- When to Make New Products -- The Product Cycle: Expanding the Average Lifespan -- Resistance to Old Products: Both Sides of the "Cutting Edge" -- Meeting the New Demands for Quality: What is the "ISO"? -- Financing & Product Development: How Much Speed Can You Afford? -- Research: Insight Over Intuition -- Chapter 8: Market Research -- Defining Research Objectives: Plan Your Work -- Designing Your Research Process: Work Your Plan -- Sources for International Commercial Research -- Collecting Information: Statistical, Qualitative and Observational Methods -- Effective Competition Studies: Keeping a Clear Head -- The Value of Objectivity: Sometimes the Answer is "Not Now" -- Interpretation of Research: Good Idea, Good Product, Good Timing -- Guidelines for Cultural Research: Past, Present and Future -- Commercial Research: A Decision-Making Checklist -- Competition Profiles: When to Compare Apples to Oranges -- Chapter 9: Preparing for Market Entry -- Segmentation: How to Subdivide Opportunity -- Differentiation: Engaging the Competition -- Positioning -- Public Relations: Image is Everything -- Problems to Avoid in New Markets -- Matching Goods to Market: Make It and They Will Buy -- The Pricing Process: Relativity of Value -- Product Life Cycle: Pricing and Time.

Warranty and Service Considerations: Customer Needs -- Matching Services to Market: Selling Intangibles -- Commercial and Consumer Services: Different Attitudes -- Pricing: How Much is Service Worth? -- Financing Strategies: Buy Today, Pay Tomorrow-Perhaps -- Transaction Settlement -- Brand Selection and Equity: Building on Success -- Gaining Market Share: Slicing the Big Pie -- Chapter 10: Developing Distribution -- Controlling the Channels: Getting to the Customer -- Distribution Strategies: Matching Resources to the Marketplace -- Managing Logistics: How to Get There from Here -- Channel Options and Problems: Choosing the Right Methodology -- Selecting Teammates: Trusting Others with Your Future -- Chapter 11: Advertising and Promotions -- Challenges of the Foreign Market: Understanding the Customer -- Standard versus Adapted Advertising: Different Audiences -- Agency Selection -- Media Planning: A Word to the Wise Isn't Always Sufficient -- Being Believable: Be Careful What You Say -- Chapter 12: Making Contact: Different Products and Promotions -- Personal Selling -- Industrial Sales -- Sponsorships -- Direct Marketing -- Push versus Pull: Creating Demand, Creating Interest -- Chapter 13: Staffing the New Market -- Personnel Restrictions: Your Country, My People -- Selection Guidelines: The Rules for Expatriates and Locals -- Overall Management -- Operations Management -- Cultural Training -- Motivating the Overseas Team: Long-Distance Interaction -- International Specialists: Hot Shots and Hired Guns -- International Divisions: Decentralizing the Decisions -- Chapter 14: Evaluating Performance -- Sales Analysis: Are You on Course? -- Market Share Growth: The Seeds of Expansion -- Tracking Satisfaction: Giving Customers What They Want -- Marketing Audit: Back to the Drawing Board -- Chapter 15: The Marketing Plan.

Guideline for Marketing Success -- Chapter 16: The Marketing Audit -- The Marketing Audit -- Chapter 17: Glossary -- Chapter 18: Resources.