International Marketing Blunders -- Preface -- Introduction -- Table of Contents -- Chapter 1: The Why of International Marketing Blunders -- The Siren Call of Disaster -- McDonald's and Coca-Cola: the Statement of Faith -- Disney's Mickey Mouse: N'est Ce Pas…Faux Pas -- Wal-Mart Strikes Out in Brazil -- Schwinn Nearly Coasts Into Oblivion -- Qualcomm: Murphy's Law Goes Wireless -- Firestone's Not-So-Happy Birthday -- It Must Be Something in the Water (Source Perrier SA) -- Lessons Learned -- Chapter 2: Language and Translation Blunders -- There's "No, No" On Your Lips, But "Yes, Yes" In Your Eyes -- It's a Big-and Small-World After All -- Lessons Learned -- Chapter 3: Product and Service Blunders -- Iridium Calls, But Nobody's Home -- When Hip, Wow, and Cute Don't Cut It (DaimlerChrysler) -- Sony and PlayStation 2 -- General Motors Steps in It, Again…and Again -- Peugeot Runs Over Its Own Feet -- Failed "Aspire"-ations (Acer) -- Promises, Promises (Daihatsu Motor Company Ltd.) -- Life in the Fast Lane (Yugo America Inc.) -- The Dishwashing Liquid Wars (Lever Brothers) -- Where "Finger-Lickin" is Welcome (Kentucky Fried Chicken) -- Come Prepared (Campbell Soup and Lipton) -- Olestra-Stomach Ache for Frito-Lay and P&G -- Lessons Learned -- Chapter 4: Distribution Blunders -- The Devil Is in the Details -- The "Single Center" Concept (Becton Dickinson) -- Making the Connection -- The International Alter-Ego -- Protecting the Flanks (Raytheon) -- Getting the Goods on the Ginza -- Technology to the Rescue? (Snap-On Tools Inc.) -- Facing a Faceless Product -- Lessons Learned -- Chapter 5: Advertising Blunders -- Switzerland Sends in the Moo-rines -- General Motors Gets "Blundered" by NBC -- Volvo Gets Squashed -- Playing the Numbers Game (Avis and Hertz -- Pepsi and Coca-Cola) -- Hoover Gets Sucked Into Its Own Vortex.

My Product Can Beat Up Your Product -- Sometimes the Pegs Fit, Sometimes They Don't -- Lessons Learned -- A Ladder to Advertising Success -- Chapter 6: Japan: A World Unto Itself -- Otter Pelts and Culture Clash -- Driving Blind On the Wrong Side (Ford Motor Company) -- When Oatmeal Takes the Place of Brains (Snapple) -- The Great Cake Mix Case (General Mills) -- Disposable Diapers…Disposable Market Share (Proctor & Gamble) -- Conventional Wisdom-Not Always So Wise (General Electric) -- Hard Lessons-Firm Mattresses -- Mitsubishi Comes Out of the Closet -- Lessons Learned: Getting It Right in Japan -- Chapter 7: Internal "International" Blunders -- When Cultures Clash (General Mills) -- America: Melting Pot, Stew, or Chef's Salad? -- Arabian Nights and Terrorist Days -- Rambo and the Nomad (COLECO) -- Mickey of the Desert (Walt Disney Company) -- A Stitch Here, A Stitch There -- ¿Viva Mexico…Viva El Salvador? Diversity and Unity -- Hola, Frito Bandito (Frito-Lay Inc.) -- Viva Speedy Gonzales...Viva La Revolución -- Delving Into The New America (AT&T) -- Procter & Gamble's Reverse Marketing Strategy -- Lessons Learned -- Chapter 8: Applying the Lessons Learned -- Mistakes Do Have their Value -- Suffer the Little Children (Beech-Nut Nutrition Corporation) -- What's in a Name? (Bic) -- Game, Set, and Match (Donnay Sporting Goods SA) -- Nestlé's Tragic Mistake -- A "Technically Superior" Product Fails (Johnson and Tambrands) -- When the Shine Wears Off (Goddards) -- Fade to Black -- Diebold Fumbles and Recovers -- Aussie Suds Go Flat (Foster's) -- Polaroid's Instant Failure -- A False Sense of Security (Merck & Co.) -- Sometimes "Cool" Isn't (California Raisin Advisory Board) -- Welcome to the 21st Century (Royal Dutch/Shell) -- Lessons to Keep Learning -- Chapter 9: The (Almost) Blunder-Proof International Marketing Plan.

"Country Books" and Research Sources -- The Distribution "Partnership" -- Logistics: The "X" Factor -- "Target" Marketing -- Adaptability -- The Language of Communications -- Hold on the Paperweights -- Remember the Basics -- Chapter 10: Glossary -- Chapter 11: Resources -- Books.