Includes bibliographical references (p. 279-284) and index.

The global imperative : the world is your market place -- Familiarity breeds success : international research : the broad-brush approach -- The 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 -- The art of negotiation : global style -- What if the shoe doesn't fit : adapting products for international markets -- What price the world? Global pricing strategy -- The 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.