PART FOUR

DEVELOPMENT OF GLOBAL MARKETING STRATEGY

11 Management of global marketing: Planning and organization

12 Creating consumer products for global markets

13 Industrial product and service marketing

14 International accommodation systems

15 Exports and logistics: special issues for small businesses

16 The global effort in advertising and sales promotion

17 Personal selling and sales management

18 Pricing for international markets

PART FIVE

APPLICATION OF GLOBAL MARKETING STRATEGY

19 Negotiating with international clients, partners, and regulators

PART SIX

SUPPLEMENTARY MATERIAL

Country note - A guide to developing a marketing plan