CONTENTS 1
PartI: Ana1ysis 5
Introduction 5
Chapter1 An introduction to international marketing 7
What is international marketing 7
Illustrations 9
1．1 Brand of hope 9
1．2 Will UK brands swallowed whole？ 10
Tables 11
1．1 Top twenty exporters In the UK，1992 11
List of figures，tables and illustrations Figures 12
1．1 Currents and cross－currents motivating International markets 12
1．2 The marketing process 13
The international marketing environment 16
1．3 Food conventions 17
1．4 Pilsner goes international 18
The internationslisation process 22
1．5 RTKL moves overseas to avoid recession 23
1．6 Le marketing comes to the French wine industry 25
1．3 The Internatlonalisation process 28
1．4 The multilateral aspects of internatlonallisation 30
International marketing practice 31
1．7 sheridan's global success 36
1．5 The International marketing decision sequence 37
1．8 Bronx-born ice－cream hits Europe 40
World trading patterns 43
Chapter 2 The international trading environment 43
2．1 Comparative growth rates in International trade and output 44
2．1 International growth：annual percentage change in GDP and world trade volume 45
2．2 DIStribution of international trade in goods(1993) 46
2．2 International balance of payments：current account 47
2．3 Changing composition of world trade in merchandise 48
2．4 major exporters of services 49
Reasons countries trade 49
2．5 Incentives for foreign investors in South East Asia 51
2．3 The product life cycle in International trade 53
2．1 The rise of the newly industrialised economies: Singapore 54
2．2 The theory of production--sharing 55
Barriers to World trade 56
2．4 Tariff and non-tariff barriers 57
2．6 Overt protection of home-produced goods 58
The development 0f world institutions to foster international trade 62
2．7 Main types of trade associations 65
The development 0f world trading groups 67