Global imperative: the world is your marketplace -- Familiarity breeds success: international research -- Closer, the better: in-depth international research -- Taking your first steps: finding local guides and shipping the goods -- Presence without proprietorship: easing into the market through licensing and franchising -- Art of negotiation: global style -- What if the shoe doesn't fit: adapting products for international markets -- What price the world?: global pricing strategy -- Payoff: establishing terms of payment -- Tapping into public financing: commercial loans and lines of credit -- Countertrade: the old barter system takes on new life -- Betting on the winners: foreign direct investment, joint ventures, and management contracts -- Who's at the wheel?: controlling foreign operations -- Getting the word out: global promotional strategies, policies, and ploys -- Remarkable, risky, and rewarding: global marketing into the 21st century

1. Export marketing -- Management
2. International business enterprises -- Management