Chapter 1：MARKETING BASICS 1
Chapter 2：ELEMENTS 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:DIFFERENT PRODUCTS AND PROMOTIONS 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 185