"Cover"--"Half Title" -- "Dedication" -- "Title" -- "Copyright" -- "Contents" -- "List of Figures" -- "List of Tables" -- "Preface" -- "1 THE MARKETING FUNCTION" -- "1.1 THE NATURE OF MARKETING" -- "What is Marketing?" -- "Marketing Redefined" -- "The Marketing Mix" -- "1.2 THE INTERNET AND WWW" -- "Growing Popularity" -- "Importance of Webtrade" -- "Internet Shortcomings" -- "Information Sources" -- "1.3 MARKETING MANAGEMENT" -- "Marketing Planning" -- "Marketing Organisation" -- "Implementation of Plans" -- "Marketing Control" -- "1.4 A FRESH LOOK AT PROMOTION" -- "Advertising" -- "Publicity" -- "Customer Relations" -- "Sales Talk" -- "Bait Promotion" -- "Shop Garnishment" -- "Extensive Exposure" -- "Impulsive Mail" -- "Emissary-Style Promotion" -- "1.5 BEYOND THE MARKETING CONCEPT" -- "Evolution of Marketing" -- "The Marketing Concept" -- "The Market-Driving Era" -- "1.6 A SUMMING UP" -- "2 THE CHANGING BUSINESS ENVIRONMENT" -- "2.1 CHALLENGES FOR MARKETERS" -- "A New Breed of Consumers" -- "High Societal Expectations" -- "Harsh Economic Conditions" -- "Greater Competitive Pressures" -- "Marketing in Poor Economies" -- "2.2 HOW TO AVOID TRAGEDIES" -- "Streamlining Operations" -- "Change and Innovation" -- "Simple Product Designs" -- "Low-Cost Inputs" -- "Low Profit Margins" -- "Fostering Repeat Sales" -- "Collaborative Promotions" -- "High Social Productivity" -- "The Matter of Health" -- "Coping with Stress" -- "Rational Use of Time" -- "2.3 A SUMMING UP" -- "3 CULTURE IN CROSS-BORDER MARKETING" -- "3.1 CROSS-BORDER OPERATIONS" -- "3.2 RISKS IN FOREIGN MARKETS" -- "Political Risk" -- "Economic Risk" -- "Cultural Risk" -- "3.3 MEASURING CULTURAL RISK" -- "Elements of Culture" -- "The Country Level" -- "The Regional Level" -- "3.4 USING CULTURAL RISK SCORES" -- "Low Cultural Risk" -- "Moderate Cultural Risk" -- "High Cultural Risk