Chapter 1:MARKETING BASICS 1
Chapter 2:E LEMENTS OF THE MARKETPLACE 9
Chapter 3:THE DIMENSIONS OF INTERNATIONAL MARKETING 15
Chapter 4:INTERNATIONAL TRADE 21
Chapter 5:THE ROLE OF GOVERNMENTS 25
Chapter 6:THE ROLE OF CULTURAL FORCES 36
Chapter 7:DEVELOPING PRODUCTS FOR THE FOREIGN MARKET 54
Chapter 8:MARKET RESEARCH 64
Chapter 9:PREPARING FOR MARKET ENTRY 80
Chapter 10:DEVELOPING DISTRIBUTION 111
Chapter 11:ADVERTISING AND PROMOTIONS 124
Chapter 12:MAKING CONTACT 137
Chapter 13:STAFFING THE NEW MARKET 144
Chapter 14:EVALUATING PERFORMANCE 158
Chapter 15:THE MARKETING PLAN 164
Chapter 16:THE MARKETING AUDIT 169
Chapter 17:GLOSSARY 174
Chapter 18:RESOURCES 184