CONTENTS
Why Global Marketing Is Imperative
Globalization of Markets: Convergence and Divergence
International Trade versus International Business
Who Manages International Trade?
The Impact of Economic Geography and Climate on Global Marketing
Appendix: Theories of International Trade and the Multinational Enterprise
Changing Country Competitiveness
Human Resources and Technology
Evolution of Cooperative Global Trade Agreements
General Agreements on Tariffs and Trade
Information Technology and the Changing Nature of Competition
Value of Intellectual Property in the Information Age
Proliferation of E-Commerce and Regulations
Regional Economic Arrangements
Case 2-1: Brazil, Mexico, and the Car War
Case 2-2: Boeing versus Airbus? Or the United States versus the EU? Let the WTO Decide! ...
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