List of Exhibits.
Part I: Introduction: .
1. Marketing Frames of Reference.
2. Organizing Marketing Experience.
Part II: Researching International Markets:.
3. Country Analysis.
4. Demographic Facts.
5. Cultural Insights.
6. Political Realities.
Part III: Positioning Global Brands: .
7. Marketing Teamwork.
8. Marketing Strategy.
9. Product Positioning.
10. Channel Management.
Part IV: Signaling National Information: .
11. Promotion Marketing.
12. Price Signals.
13. Sales Force Behavior.
14. Value Marketing.
15. Marketing Forecasts.
* Analytical approach based on experience.
* Truly global: looks at key regions such as Mexico, China, Japan and Europe.
* Key global industries such as telecommunications integrated into region and scan.
* Coverage of important cultural issues.
* 15 chapters makes the book flexible and easy to use.
* Superior discussion of the global environment.
"... I would adopt this text. It has excellent structure, it is rigorous, current, well-written and gets to the point of what information means more so than most (if not all) texts on the market today." Van Wood, Virginia Commonwealth University