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PART ONE: A CONCEPTUAL OVERVIEW1

One Introduction to Global Marketing2

MARKETING: A UNIVERSAL DISCIPLINE4

FROM DOMESTIC TO GLOBAL/TRANSNATIONAL MARKETING9

THE THEORY OF THE CASE11

DRIVING AND RESTRAINING FORCES14

UNDERLYING FORCES OF INTERNATIONAL BUSINESS19

OUTLINE OF THIS BOOK26

CONCLUSION26

Two Global Marketing Planning28

KEY CONCEPTS29

CORPORATION: A DYNAMIC TYPOLOGY43

REQUIREMENTS FOR A SUCCESSFUL GLOBAL MARKETING PLAN54

Cases Which Company Is Transnational65

Euro Disney in Trouble67

PART TWO: THE GLOBAL MARKETING ENVIRONMENT74

Three Economic Environment76

THE WORLD ECONOMY--AN OVERVIEW77

ECONOMIC SYSTEMS80

MARKET DEVELOPMENT82

CONSUMPTION PATTERNS98

BALANCE OF PAYMENTS100

TRADE PATTERNS103

MATIONAL CONTROLS OF INTERNATIONAL TRANSFERS111

THE GLOBAL ENVIRONMENT113

Four Social and Cultural Environments117

BASIC ASPECTS OF CULTURE118

ANALYTICAL APPROACHES TO CULTURAL FACTORS122

NEGOTIATIONS: CROSS CULTURAL CHALLENGES133

INDUSTRIAL PRODUCTS134

CONSUMER PRODUCTS139

NATIONALISM142

CROS-CULTURAL COMPILATIONS AND SUGGESTED SOLUTIONS143

Five Legal and Regulatory Environment150

INTERNATIONAL LAW151

NATION--STATES AND SOVEREIGNTY152

REGIONAL ORGANIZATIONS: THE EU EXAMPLE154

CONFLICT RESOLUTION, DISPUTE SETTLEMENT AND LITIGATION155

RELEVANT BUSINESS ISSUES158

LICENSING166

Examples168

ANTITRUST168

BRIBERY AND CORRUPTION168

REGULATORY AGENCIES172

Six Foreign Exchange and Financial Decisions175

A BRIEF HISTORY OF THE INTERNATIONAL FINANCIAL SYSTEM177

FOREIGN EXCHANGE180

BUSINESS IMPLICATIONS OF EXCHANGE RATE FLUCTUATIONS188

MANAGING EXCHANGE RATE EXPOSURE191

Cases Club Med, Inc The Special Challenge of Growth199

Fried Chicken in Japan210

PART THREE: TARGETING GLOBAL MARKETS225

Seven Global Marketing Information Systems and Research225

ELEMENTS OF A GLOBAL INFORMATION SYSTEM226

SOURCES OF INFORMATION230

MARKETING RESEARCH234

ANALYTICAL TECHNIQUES FOR RESEARCHING INTERNATIONAL MARKETS243

HEADQUARTERS CONTROL OF GLOBAL MARKETING RESEARCH250

Eight Global Segmentation,Targeting, and Positioning257

GLOBAL MARKET SEGMENTATION258

GLOBAL PRODUCT POSITIONING268

WORLD MARKETS270

MARKETING IN LESS DEVELOPED COUNTRIES294

Cases Choufont-Salva,Inc.296

Swatch Watch U.S.A.: Creative Marketing Strategy313

PART FOUR: FORMULATING GLOBAL MARKETING STRATEGY325

Nine Sourcing Decisions and the Value Chain325

THE SOURCING CHALLENGE326

THE VALUE SYSTEM329

THE VALUE CHAIN AND THREE STRATEGIC ROLES OF GLOBAL MARKETING331

SOURCING AND THE TRADE CYCLE331

DECISION CRITERIA332

SOURCING STRATEGY ALTERNATIVES339

Ten Strategy Alternatives for Global Market Expansion348

GLOBAL ENTRY AND EXPANSION: MARKETING AND VALUE CHAIN MANAGEMENT ISSUES349

EXPORTING351

LICENSING353

JOINT VENTURES355

OWNERSHIP357

MARKET EXPANSION STRATEGIES359

MARKET POSITION--A STRATEGIC GUIDE359

MARKETING STRATEGIES OF U.S., EUROPEAN,AND JAPANESE MULTINATIONAL SUBSIDIARIES360

ALTERNATIVE STRATEGIES: STAGES OF DEVELOPMENT MODEL361

Eleven Competitive Analysis and Strategy369

INDUSTRY ANALYSIS: FORCES NFLUENCING COMPETITION370

COMPETITIVE ADVANTAGE374

GLOBAL COMPETITION AND NATIONAL COMPETITIVE ADVANTAGE382

Twelve Cooperative Strategies and Global Strategic Parnerships395

REASONS TO COLLABORATE IN GLOBAL STRATEGIC PARTNERSHIPS396

ADVANTAGES OF GOING IT ALONE397

THE NATURE OF GLOBAL STRATEGIC PARWERSHIPS398

SUCCESS FACTORS401

COOPERATIVE STRATEGIES IN JAPAN: KEIRE:TSU406

INTERNATIONAL PARTNERSHIPS410

COOPERATIVE STRATEGIES IN THE UNITED STATES: TARGETING THE DIGITAL FUTURE412

BEYOND STRATEGIC ALLIANCES414

Cases Metro Corporation: Teehnology Licensing Negotiation420

Odysseus, Inc. (The Decision to Go I"International")427

Global Competition--Motorcycles, 1955-1985440

Harley-Davidson Motor Co.,Inc.: Defending a Piece of the Domestic Pie455

Thirteen Product Decisions475

BASIC CONCEPTS477

FIVF PRODUCT CHARACTERISTICS479

GLOBAL BRANDS480

Bibliography Appendix 1:Trade Terms Appendix 2:Section482

PRODUCT SATURATION LEVELS IN GLOBAL MARKETS482

pRODUCT DESIGN483

ATTITUDES TOWARD FOREIGN PRODUCTS486

GEOGRAPHIC EXPANSION--STRATEGIC AlTERNATIVES489

NEW PRODUCTS IN GLOBAL MARKETING497

Fourteen Pricing Decisions506

GLOBAL PRICING STRATEGIES509

ENVIRONMENTAL INFLUENCES ON PRICING DECISIONS518

TRANSFER PRICING521

GLOBAL PRICING:THREE POLICY ALTERNATIVES526

Fifteen Channel Decisions534

CHANNEL OBJECTIVES AND CONSTRAINTS536

CHANNEL TERMINOLOGY541

CHANNEL STRUCTURE542

CHANNELS IN LESS DEVELOPED COUNTRIES546

INTERNATIONAL CHANNEL INNOVATION547

CHANNEL STRATEGY FOR NEW MARKET ENTRY548

CASE EXAMPLE:JAPAN549

Sixteen Global Marketing Communications Decisions: Advertising553

GLOBAL ADVERTISING AND BRANDING554

ADVERTISING AND STAGES OF ECONOMIC DEVELOPMENT558

GLOBAL ADVERTISING CONTENT:THE "EXTENSION" VERSUS "ADAPTATION" DEBATE559

ADVERTISING APPEALS AND PRODUCT CHARACTERISTICS561

CREATING ADVERTISING563

GLOBAL MEDIA DECISIONS566

Seventeen Exporting and Importing579

ORGANIZATIONAL EXPORT ACTIVITIES581

NATIONAL POLICIES GOVERNING EXPORTS AND IMPORTS582

THE DECISION TO INVESTIGATE EXPORT MARKETS589

CHOOSING EXPORT MARKETS590

MARKET ACCESS CONSIDERATIONS594

EXPORT ORGANIZATION Ⅰ: MANUFACTURER'S COUNTRY599

EXPORT ORGANIZATION Ⅱ: MARKET COUNTRY600

EXPORT FINANCING/METHODS OF PAYMENT602

BARTER AND COUNTERTRADE603

Cases Grasse Fragrances SA630

Hot Shot to Japan: An International Marketing Case Study642

Ito-Yokado Company651

Interaction675

A.S.Norlight691

Considers International Marketing Opportunities698

Eighteen Leading, Organizing,and Controlling the Global Marketing Effort722

LEADERSHIP723

ORGANIZATION725

GLOBAL MARKETING MANAGEMENT CONTROL744

Nineteen The Future of Global Marketing764

THE CHANGING WORLD ECONOMY765

GLOBAL CORPORATIONS IN THE EVOLVING INTERNATIONAI FCONOMIC ORDER768

Cases Parker Pen Co.(A):International Marketing Strategy Review780

Parker Pen Co.(B): Parker Coes Global785

Parker Pen Co.(C):An Interview with Dr. Dennis Thomas790

The Publishing Revolution:A View from the Inside796

Index807