READINGSReading 1：The World Economy After the Cold War 1
Name Index 1
BRIEF CONTENTSCHAPTER ONEGlobal Marketing 1
Subject Index 3
CHAPTER TWOThe Economic Environment 13
Reading 2：The Strategic Challenge of the Evolving Global Economy 14
Reading 3：Tailored Trade：Dealing with the World As It Is 24
CHAPTER THREEThe Financial Environment 26
Reading 4：The Logic of Global Business：An Interview with ABB’s Percy Barnevik 35
CHAPTER FOURThe Political and Legal Environment 36
CHAPTER FIVEThe Cultural Environment 45
CHAPTER SIXG lobal Product Strategies 56
Reading 5：Managing Foreign Exchange Risk Profitably 57
Reading 6：Exchange Blockage Risk：An Insurance Overview 72
CHAPTER SEVENGlobal Pricing Decisions 77
Reading 7：Are We Feeling More Competitive Yet？The Exchange Rate Gambit 80
Reading 8：Innovation in the International Financial Markets 95
CHAPTER EIGHTGlobal Logistics Channels 96
CHAPTER NINEGlobal Promotion Strategies 112
Reading 9：Analyzing Political Risk 118
Reading 10：Marketing Barriers in International Trade 130
CHAPTER TENGlobal Business Involvement：Market Entry Strategies 132
Reading 11：How an Industry Builds Political Advantage 144
CHAPTER ELEVENStrategic Global Market Management 146
Reading 12：Political Risk Analysis and Direct Foreign Investment：Some Problems of Definition and Measurement 157
CHAPTER TWELVEEthics and Global Marketing 159
Reading 13：The Silent Language in Overseas Business 169
Reading 14：Social Time：The Heartbeat of Culture 183
Reading 15：The Customer Is Always Wrong：A Look at the Socio-Cultural Impediments to the Growth of Consumer Orientation in India 189
Reading 16：The ImpactofCulture Upon Package Perception：An Experiment in Hong Kong and the United States 204
Reading 17：The Product Development Process in NIC Muitinationals 213
Reading 18：Key Decisions in International Marketing：Introducing New Products Abroad 224
Reading 19：Effects of U rbanization on Multinational Product Planning：Markets in Lesser-Developed Countries 236
Reading 20：Japanese Consumers：Introducing Foreign Products/Brands Into the Japanese Market 246
Reading 21：Some Aspects of International Pricing：A Neglected Area of Management Policy 264
Reading 22：Living with Price Control Abroad 271
Reading 23：Unraveling the Mystique of Export Pricing 280
Reading 24：Constituents of the International Transfer Pricing Decision 297
Reading 25：Using Export Specialists to Develop Overseas Sales 308
Reading 26：Parallel Import Channels—Options for Preserving Territorial Integrity 313
Reading 27：Distribution in Japan：Problems and Changes 329
Reading 28：International Channels of Distribution and the Role of Comparative Marketing Analysis 341
Reading 29：Comparative Evaluation of International Versus National Advertising Strategies 352
Reading 30：Pitfalls in Adve rtising Overseas 369
Reading 31：Standardized International Advertising：A Review and Critical Evaluation of the Theoretical and Empirical Evidence 375
Reading 32：Can Sales Promotion Go Global？ 400
Reading 33：Global or Stateless Corporations Are National Firms with International Operations 411
Reading 34：Joint Ventures in the Face of Global Competition 431
Reading 35：Competition for Competence and Interpartner Learning Within International Strategic Alliances 447
Reading 36：Countertrade：A Powerful Gobal Competitive Strategy for U．S．International Traders 477
Reading 37：Four Winning Strategies for the International Corporation 488
Reading 38：How to Take Your Company to the Global Market 505
Reading 39：Changing Patterns of International Competition 526
Reading 40：Global Strategic Planning：A Model and Recent Developments 557
Reading 41：A Comparison of the Ethical Behavior of American，French，and German Managers 576
Reading 42：Ethics：Are Standards Lower Overseas？ 594
Reading 43：Fostering Ethical Marketing Decisions 601
Reading 44：A Traveler’s Guide to Gifts and Bribes 621