Multi Pack: Marketing: Principles and Practice with Marketing in Practice DVD Case Studies Volume 1

Foreword to the second edition; Chronology; List of maps; PART ONE: THE CONTEXT: 1. INTRODUCTION: THE PROBLEM; Ideas and Beliefs (Ideology); Security; Culture; 2. THE COLD WAR IN PERSPECTIVE Cold War I; Brinkmanship; Detente; Cold War II and the end of the Cold War; The characteristics of the Cold War; PART TWO: ANALYSIS: 3. COLD WAR I: 1949-1953 The Berlin blockade ChinaNSC-68 The war in Korea; 4. TO THE BRINK AND BACK: 1953-1969 The search for a new relationship; Khrushchev takes over; The Geneva summit; The Hungarian Revolution; Asia; The Middle East; Other Third World states; Brinkmanship: Berlin Brinkmanship: Cuba The war in Vietnam; 5. DETENTE: 1969-1979 Forging a new relationship; A new president and a new approach; China changes sides: rapprochement with America; SALT; The German problem defused; The Middle East; The agenda changes as Ford takes over Africa; The Helsinki Accord; A new president sows confusion; Carter and Brezhnev reach agreement on SALT II but on little else; 6. COLD WAR II: 1979-1985; Detente fails to satisfy American aspirations; Carter's mixed record; Disastrous decision-making in Moscow: intervention in Afghanistan; Carter, Brzezinski and Cold War II; A new president and a new departure; Andropov and Reagan: missed opportunities; Failure and success for America; The ground is prepared for better relations with Russia; Reagan improves relations with China; 7. NEW POLITICAL THINKING AND THE END OF THE COLD WAR: 1985-1991; The new political thinking; The Gorbachev-Reagan summits; The Bush-Gorbachev relationship is slow to develop; Gorbachev and Europe: Our Common Home; Germany unites Gorbachev and Eastern Europe; Gorbachev and China; Gorbachev's domestic difficulties cause problems for Bush; The Gulf War leads to joint superpower policy; Gorbachev's problems mount; The last summit; The attempted coup and after; PART THREE: ASSESSMENT 8.THE JUDGEMENT Sources of hostility between the superpowers; Why did America come to guarantee west European security?; Why did Russia and America become systemic rivals?; A hard lesson for the superpowers: empires are liabilities; Is there a link between good government and economic prosperity?; Was the growth of the nuclear arsenals inevitable?; Why did the Cold War end?; America's changing doctrine; Was the US an imperialist power?; PART FOUR: DOCUMENTS: Glossary; Who's Who; References