This book broke new ground in the field of international marketing when it was published in 1974. It combined text with classroom tested graduate level cases and was an immediate worldwide success. This revision continues the path breaking tradition of this book. The seventh edition is the most exciting revision in the books history. Perhaps most significantly, for the first time in modern history, even large population, low income countries such as China and India appear to have achieved the ability to maintain sustained development and growth that will, if continued, transform these countries to high income countries.

Features
* NEW—Chapter on Global emarketing.
* Cases provide students with new cases and teaching notes that refresh and update course.
* Cases cover consumer, industrial, low tech and high tech, product and services marketing.

Contents
I. INTRODUCTION AND OVERVIEW.
* Introduction to Global Marketing

II. THE GLOBAL MARKETING ENVIRONMENT
* The Global Economic Environment.
* The Social and Cultural Environment.
* The Political, Legal, and Regulatory Environments.

III. ANALYZING AND TARGETING GLOBAL MARKET OPPORTUNITIES
* Global Customers.
* Global Marketing Information Systems and Research.
* Global Targeting, Segmenting and Positioning.

IV. GLOBAL MARKETING STRATEGY.
* Entry and Expansion Strategies: Marketing and Sourcing.
* Cooperation and Global Strategic Partnerships.
* Competitive Analysis and Strategy.

V. CREATING GLOBAL MARKETING PROGRAMS.
* Product Decisions.
* Pricing Decisions.
* Channels and Physical Distribution.
* Global Advertising.
* Promotion: Personal Selling, Public Relations, Sales Promotion, Direct Marketing, Trade Shows, Sponsorship.
* Global e.marketing.

VI. MANAGING THE GLOBAL MARKETING PROGRAM.
* Planning, Leading, Organizing, and Monitoring the Global Marketing Effort.
* The Future of Global Marketing.