CONTENTS Preface . 7 1. International Business . 9 2. The Global environment . 39 3. Entry of International Market . 95 4. International Pricing and Financing . 129 5. International Marketing and Technology . 251 6. Building brands in International Markets . 267 7. International Marketing Research . 299 Index . 335 The aim of this unit is to introduce International Marketing, which explains how International Markets operate in an International Environment. An elementary approach is used in the module, which emphasizes the reasons for undertaking International Market analysis and their interpretation. Internationalization and globalization are concept is that are both current and important, so complex and likely to be approached in more and more diverse ways. Equally, international marketing and global marketing are invoked more often, along with ”classic” marketing and competing with the latter, which tends to remain more and more in the area of theory. International marketing is present all around us, as is the case with global marketing, which can never be ignored. The globalization of markets has certainly accelerated through almost universal acceptance of the democratic free enterprise model and new communication technologies, including cell phones and the Internet.