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PART ONE: A CONCEPTUAL OVERVIEW 1

One Introduction to Global Marketing 2

MARKETING: A UNIVERSAL DISCIPLINE 4

FROM DOMESTIC TO GLOBAL/TRANSNATIONAL MARKETING 9

THE THEORY OF THE CASE 11

DRIVING AND RESTRAINING FORCES 14

UNDERLYING FORCES OF INTERNATIONAL BUSINESS 19

OUTLINE OF THIS BOOK 26

CONCLUSION 26

Two Global Marketing Planning 28

KEY CONCEPTS 29

CORPORATION: A DYNAMIC TYPOLOGY 43

REQUIREMENTS FOR A SUCCESSFUL GLOBAL MARKETING PLAN 54

Cases Which Company Is Transnational 65

Euro Disney in Trouble 67

PART TWO: THE GLOBAL MARKETING ENVIRONMENT 74

Three Economic Environment 76

THE WORLD ECONOMY--AN OVERVIEW 77

ECONOMIC SYSTEMS 80

MARKET DEVELOPMENT 82

CONSUMPTION PATTERNS 98

BALANCE OF PAYMENTS 100

TRADE PATTERNS 103

MATIONAL CONTROLS OF INTERNATIONAL TRANSFERS 111

THE GLOBAL ENVIRONMENT 113

Four Social and Cultural Environments 117

BASIC ASPECTS OF CULTURE 118

ANALYTICAL APPROACHES TO CULTURAL FACTORS 122

NEGOTIATIONS: CROSS CULTURAL CHALLENGES 133

INDUSTRIAL PRODUCTS 134

CONSUMER PRODUCTS 139

NATIONALISM 142

CROS-CULTURAL COMPILATIONS AND SUGGESTED SOLUTIONS 143

Five Legal and Regulatory Environment 150

INTERNATIONAL LAW 151

NATION--STATES AND SOVEREIGNTY 152

REGIONAL ORGANIZATIONS: THE EU EXAMPLE 154

CONFLICT RESOLUTION, DISPUTE SETTLEMENT AND LITIGATION 155

RELEVANT BUSINESS ISSUES 158

LICENSING 166

Examples 168

ANTITRUST 168

BRIBERY AND CORRUPTION 168

REGULATORY AGENCIES 172

Six Foreign Exchange and Financial Decisions 175

A BRIEF HISTORY OF THE INTERNATIONAL FINANCIAL SYSTEM 177

FOREIGN EXCHANGE 180

BUSINESS IMPLICATIONS OF EXCHANGE RATE FLUCTUATIONS 188

MANAGING EXCHANGE RATE EXPOSURE 191

Cases Club Med, Inc The Special Challenge of Growth 199

Fried Chicken in Japan 210

PART THREE: TARGETING GLOBAL MARKETS 225

Seven Global Marketing Information Systems and Research 225

ELEMENTS OF A GLOBAL INFORMATION SYSTEM 226

SOURCES OF INFORMATION 230

MARKETING RESEARCH 234

ANALYTICAL TECHNIQUES FOR RESEARCHING INTERNATIONAL MARKETS 243

HEADQUARTERS CONTROL OF GLOBAL MARKETING RESEARCH 250

Eight Global Segmentation,Targeting, and Positioning 257

GLOBAL MARKET SEGMENTATION 258

GLOBAL PRODUCT POSITIONING 268

WORLD MARKETS 270

MARKETING IN LESS DEVELOPED COUNTRIES 294

Cases Choufont-Salva,Inc. 296

Swatch Watch U.S.A.: Creative Marketing Strategy 313

PART FOUR: FORMULATING GLOBAL MARKETING STRATEGY 325

Nine Sourcing Decisions and the Value Chain 325

THE SOURCING CHALLENGE 326

THE VALUE SYSTEM 329

THE VALUE CHAIN AND THREE STRATEGIC ROLES OF GLOBAL MARKETING 331

SOURCING AND THE TRADE CYCLE 331

DECISION CRITERIA 332

SOURCING STRATEGY ALTERNATIVES 339

Ten Strategy Alternatives for Global Market Expansion 348

GLOBAL ENTRY AND EXPANSION: MARKETING AND VALUE CHAIN MANAGEMENT ISSUES 349

EXPORTING 351

LICENSING 353

JOINT VENTURES 355

OWNERSHIP 357

MARKET EXPANSION STRATEGIES 359

MARKET POSITION--A STRATEGIC GUIDE 359

MARKETING STRATEGIES OF U.S., EUROPEAN,AND JAPANESE MULTINATIONAL SUBSIDIARIES 360

ALTERNATIVE STRATEGIES: STAGES OF DEVELOPMENT MODEL 361

Eleven Competitive Analysis and Strategy 369

INDUSTRY ANALYSIS: FORCES NFLUENCING COMPETITION 370

COMPETITIVE ADVANTAGE 374

GLOBAL COMPETITION AND NATIONAL COMPETITIVE ADVANTAGE 382

Twelve Cooperative Strategies and Global Strategic Parnerships 395

REASONS TO COLLABORATE IN GLOBAL STRATEGIC PARTNERSHIPS 396

ADVANTAGES OF GOING IT ALONE 397

THE NATURE OF GLOBAL STRATEGIC PARWERSHIPS 398

SUCCESS FACTORS 401

COOPERATIVE STRATEGIES IN JAPAN: KEIRE:TSU 406

INTERNATIONAL PARTNERSHIPS 410

COOPERATIVE STRATEGIES IN THE UNITED STATES: TARGETING THE DIGITAL FUTURE 412

BEYOND STRATEGIC ALLIANCES 414

Cases Metro Corporation: Teehnology Licensing Negotiation 420

Odysseus, Inc. (The Decision to Go I"International") 427

Global Competition--Motorcycles, 1955-1985 440

Harley-Davidson Motor Co.,Inc.: Defending a Piece of the Domestic Pie 455

Thirteen Product Decisions 475

BASIC CONCEPTS 477

FIVF PRODUCT CHARACTERISTICS 479

GLOBAL BRANDS 480

Bibliography Appendix 1:Trade Terms Appendix 2:Section 482

PRODUCT SATURATION LEVELS IN GLOBAL MARKETS 482

pRODUCT DESIGN 483

ATTITUDES TOWARD FOREIGN PRODUCTS 486

GEOGRAPHIC EXPANSION--STRATEGIC AlTERNATIVES 489

NEW PRODUCTS IN GLOBAL MARKETING 497

Fourteen Pricing Decisions 506

GLOBAL PRICING STRATEGIES 509

ENVIRONMENTAL INFLUENCES ON PRICING DECISIONS 518

TRANSFER PRICING 521

GLOBAL PRICING:THREE POLICY ALTERNATIVES 526

Fifteen Channel Decisions 534

CHANNEL OBJECTIVES AND CONSTRAINTS 536

CHANNEL TERMINOLOGY 541

CHANNEL STRUCTURE 542

CHANNELS IN LESS DEVELOPED COUNTRIES 546

INTERNATIONAL CHANNEL INNOVATION 547

CHANNEL STRATEGY FOR NEW MARKET ENTRY 548

CASE EXAMPLE:JAPAN 549

Sixteen Global Marketing Communications Decisions: Advertising 553

GLOBAL ADVERTISING AND BRANDING 554

ADVERTISING AND STAGES OF ECONOMIC DEVELOPMENT 558

GLOBAL ADVERTISING CONTENT:THE "EXTENSION" VERSUS "ADAPTATION" DEBATE 559

ADVERTISING APPEALS AND PRODUCT CHARACTERISTICS 561

CREATING ADVERTISING 563

GLOBAL MEDIA DECISIONS 566

Seventeen Exporting and Importing 579

ORGANIZATIONAL EXPORT ACTIVITIES 581

NATIONAL POLICIES GOVERNING EXPORTS AND IMPORTS 582

THE DECISION TO INVESTIGATE EXPORT MARKETS 589

CHOOSING EXPORT MARKETS 590

MARKET ACCESS CONSIDERATIONS 594

EXPORT ORGANIZATION Ⅰ: MANUFACTURER'S COUNTRY 599

EXPORT ORGANIZATION Ⅱ: MARKET COUNTRY 600

EXPORT FINANCING/METHODS OF PAYMENT 602

BARTER AND COUNTERTRADE 603

Cases Grasse Fragrances SA 630

Hot Shot to Japan: An International Marketing Case Study 642

Ito-Yokado Company 651

Interaction 675

A.S.Norlight 691

Considers International Marketing Opportunities 698

Eighteen Leading, Organizing,and Controlling the Global Marketing Effort 722

LEADERSHIP 723

ORGANIZATION 725

GLOBAL MARKETING MANAGEMENT CONTROL 744

Nineteen The Future of Global Marketing 764

THE CHANGING WORLD ECONOMY 765

GLOBAL CORPORATIONS IN THE EVOLVING INTERNATIONAI FCONOMIC ORDER 768

Cases Parker Pen Co.(A):International Marketing Strategy Review 780

Parker Pen Co.(B): Parker Coes Global 785

Parker Pen Co.(C):An Interview with Dr. Dennis Thomas 790

The Publishing Revolution:A View from the Inside 796

Index 807