目次PART 1 ANALYSIS
1. An Introduction to International Marketing
2. The International Trading Environment
3. Social and Cultural Considerations in International Marketing
4. International Marketing Research and Opportunity Analysis
PART 2 STRATEGY DEVELOPMENT
5. International Niche Marketing Strategies for Small and Medium-Sized Enterprises
6. Global Strategies
7. Market Entry Strategies
8. International Product and Service Management
PART 3 IMPLEMENTATION
9. International Communications
10. The Management of International Distribution and Logistics
11. Pricing for International Markets
12. International Marketing Implementation Through Enabling Technologies