PART I: THE GLOBAL MARKETING ENVIRONMENT: CHANGES AND NEW CHALLENGES; 1. Changes and New Challenges; 2. The Global Marketing Environment; 3. Understanding Global Cultures and Buyer Behaviour; 4. Opportunity Analysis and Selection of Markets; PART II: THE DEVELOPMENT OF GLOBAL MARKETING STRATEGIES; 5. Managing the Process of Globalization; 6. Market Entry Strategies; 7. Creating, Developing and Maintaining Competitive Advantage; 8. Product and Brand Management; 9. Global Services Marketing; 10. Management of Global Communications; 11. Managing Supply Chain and Distribution; 12. Global Pricing and Terms of Access; PART III: MANAGING GLOBAL MARKETING OPERATIONS AND NEW CHALLENGES; 13. Sales Force Management and Negotiation; 14. Managing Global Marketing Relationships; 15. Global Marketing in the Digital Age; 16. Knowledge Management in International Operations; 17. Corporate Social Responsibility and Ethics; 18. Organizing and Cont...