International Marketing

Part I The Global Approach to Marketing; Chapter 1 The nature of international marketing Introduction to international marketing Reasons for marketing abroad Exporting Notes; Chapter 2 Strategic considerations in international marketing Strategy Competitive advantage Investment in products and markets International marketing planning Control and coordination The environments of international marketing The economic and political environment The cultural environment Legal aspects of international marketing Organization of MNCs Selecting the best structure; Part II The Trading Environment; Chapter 3 International trade The balance of payments Barriers to international trade The World Trade Organization Countertrade; Chapter 4 Regional analysis techniques Regional analysis of world markets Regional economic groupings; Chapter 5 North Atlantic countries The Americas Europe; Chapter 6 China, the Pacific Rim, Japan and Oceania China The Pacific Rim Japan Oceania; Chapter 7 Third World countries Marketing in the Third world Selling to the Third World Why sell to the Third World? Latin America The Indian subcontinent Africa Important African countries the Middle East Doing business in the Arab Middle East; Important Middle Eastern countries; Part III Organizing for International Markets; Chapter 8 International marketing research The function of marketing research Information needs The marketing information system The research programme Marketing research in the Third World Organizing research; Chapter 9 Market screening techniques Choosing markets Identifying appropriate markets Market segmentation; Chapter 10 Entering international markets The decision-taking process Agents and distributors Licensing and franchising Brands and subsidiaries International marketing through the Internet Foreign manufacturing Joint ventures Human resource aspects The process of internationalization The global company; Chapter 11 Export methods and procedures Deciding to export Transport

Dr Roger Bennett is a researcher and practitioner in the European and international business field. A Reader in the Department of Business Studies at the London Guildhall University, he has also published several books, including Selling in Europe, Getting Started in Export, the Handbook of European Advertising and Doing Business in the West (with Jonathan Reuvid). Jim Blythe is a Reader in Marketing at Glamorgan Business School, University of Glamorgan, and is also the author of several books, including Essentials of Marketing (Pearson), Marketing Communications (Pearson), Essence of Consumer Behaviour (Pearson), Sales Management (Blackhall) and Marketing Strategy (forthcoming from McGraw-Hill).