The scope and challenge of international marketing -- The dynamic environment of international trade -- Geography and history : the foundations of cultural understanding -- Cultural dynamics in assessing global markets -- Business customs in global marketing -- The political environment : a critical concern -- The international legal environment : playing by the rules -- Developing a global vision through marketing research -- Emerging markets -- Multinational market regions and market groups -- Global marketing management : planning and organization -- Creating products for consumers in global markets -- Marketing industrial products and services -- International distribution systems -- Exporting and logistics : special issues for the small business -- The global advertising and promotion effort -- Personal selling and sales management -- Pricing for international markets -- Negotiating with international customers, partners, and regulators -- Supplementary material. An overview ; The cultural environment of global marketing ; Assessing global market opportunities ; Developing global marketing strategies.