ContentsForeword 8
Preface 9
Part One:Analysis1 Reconciling global marketing and one-to-one marketing-a global individualism response?（C．W． Halliburton） 9
About the authors 11
Acknowledgements 14
2 Outgrowth of ASEAN,a Common Market of the Pacific:lessonsto be learnt from the European experience（K．Day and P．Herbig） 25
3 Developing global products and marketing strategies:a constructand a research agenda（J．Wills,A．C．Samli and L．Jacobs） 45
4 Linking consumer behaviour constructs to international marketingstrategy:a comment on Wills,Samli and Jacobs,and an extension（Lyn S．Amine） 66
5 Multinational market portfolios in global strategy development（G．D．Harrell and R．O．Keifer） 83
6 Wine marketing:cross-cultural segmentation（I．Doole,J．Halland M．Shaw） 99
7 Gathering and intepreting strategic intelligence in Asia Pacific（P．Lasserre） 113
Part Two:Development8 Towards a new global strategy（G．Yip） 139
9 Successful global strategies for service companies（H．Matheand C．Perras） 143
10 The characteristics and development of exporting firms at differentstages of internationalisation（R．Lowe and I．Doole） 163
11 Export market expansion strategy:differences between marketconcentration and market spreading（C．S．Katsikeas andL．C．Leonidou） 180
12 Developing strategic alliances:a conceptual framework for successfulcooperation（C．Bronder and R．Pritzl） 205
13 International branding:demand-or supply-driven opportunity?（L．de Chernatony,C．Haliburton and R．Bernath） 223
14 New products:the factors that drive success（R．G．Cooper） 239
Part Three:Implementation 239
15 Review of a 40-year debatein international advertising（M．Agrawal） 267
16 A typology of distribution channel systems:a contextual approach（K．Kim and G．L．Frazier） 297
17 How to address the grey market threat using price coordination（G．Assmus and C．Wiese） 316
18 Building and entrepreneurial corporation:new organisationalprocesses,new managerial tasks（S．Ghoshal and C．Bartlett） 338
19 Ethics and the challenge for international marketing managers（R．Lowe） 372
Index 389