1. International marketing in the firm -- 2. Theories of the firm in international markets -- 3. Internationalization of the firm: resources and managerial capacity -- 4. Strategic options for the firm in international markets -- 5. The socio-cultural environment of international marketing -- 6. Public policy environment of international marketing -- 7. Creating competitive advantage: implementing public policy -- 8. Global, regional and emerging markets -- 9. International markets and customers -- 10. Analysis of international competitors -- 11. Entering international markets -- 12. Exporting as strategy for international market entry -- 13. Competitive alliances to enter international markets -- 14. Entering international markets through foreign direct investment -- 15. The consumer products firm in international markets -- 16. The industrial products firm in international markets -- 17. The services firm in international markets.

18. Managing international distribution channels -- 19. Selling and negotiating in international markets -- 20. Managing international marketing operations.