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Global Marketing
ISBN: 9780618659531 | 0618659536
Edition: 2ndFormat: Paperback
Publisher: Cengage Learning
Pub. Date: 2/1/2006
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Created specifically for undergraduate students, this concise text covers the essential concepts of global marketing with the aid of extensive real-life examples and cases. "Global Marketing" offers balanced coverage of developed and developing markets, including insights into the often-overlooked markets of Africa, Latin America, and the Middle East.Written with the student in mind, the Second Edition features comprehensive coverage of current topics based on the authors' extensive research and consulting experience. An early introduction to c... MORE
| Note: Each chapter includes Conclusions, Review Questions, Questions for Discussions, and For Further Reading | |
| Introduction to Global Marketing | |
| The Development of Global Marketing | |
| The Importance of Global Marketing | |
| Organization of This Book | |
| Understanding the Global Marketing Environment | |
| The Global Economy International Trade: An Overview | |
| The Basic Theo... MORE | |
| Balance of Payments Exchange Rates | |
| International Agencies for Promoting | |
| Economic and Monetary Stability | |
| Protectionism and Trade Restrictions Economic | |
| Integration as a Means of Promoting Trade | |
| The Global Economy | |
| Banana Wars | |
| Trouble in Mercosur | |
| Cultural and Social Forces | |
| A Definition of Culture Religion | |
| The Family Education Attitudes Toward Time | |
| The Hofstede Measures of Culture | |
| Language and Communication | |
| Overcoming the Language Barrier | |
| Adapting to Cultural Differences | |
| Banning Barbie | |
| Sacred Work, Sacred Leisure | |
| Political and Regulatory Climate Host Country | |
| Political Climate Host Government Actions Home Country | |
| Political Forces International and Global Legal Forces | |
| Forecasting and Managing Regulatory | |
| Change Managing Political Risk | |
| Risk Reduction Strategies | |
| Cuba: Re-entering the World | |
| Coke Under Fire | |
| Analyzing Global Opportunities | |
| Global Buyer Behavior | |
| Understanding Buyers | |
| The Consumer Market | |
| Business Markets | |
| Government Markets | |
| What Teens Want | |
| Questionable Payments | |
| Global Competitors | |
| The Globalization of Competition | |
| Cultural Attitudes Toward Competition | |
| Home Country Actions and Global Competitiveness | |
| Competition from Emerging Markets | |
| The Country-of Origin-Advantage | |
| Buzzing Around McDonald's | |
| Arming the Gulf | |
| Global Marketing Research | |
| The Scope of International Marketing Research | |
| Challenges in Planning International Research | |
| The Research Process | |
| Collecting Secondary Data | |
| Collecting Primary Data | |
| Comparing Studies | |
| Across Cultures Analytic Techniques | |
| Studying the Competition Environmental Review | |
| Developing a Global Information System | |
| Surveying the Turkish Clothing Industry | |
| Selector's European Dilemma | |
| Developing Global Marketing Strategies | |
| Global Marketing Strategies | |
| Internationalizing Marketing Operations | |
| Geographic Market Choices Country Selection | |
| Selecting a Global Marketing Strategy | |
| Gillette Targets Emerging Markets | |
| Indian Food Goes Global | |
| Global Market Entry Strategies | |
| Exporting as an Entry Strategy | |
| Foreign Production as an Entry Strategy | |
| Ownership Strategies | |
| Entering Markets Through Mergers and Acquisitions | |
| Portal or e-Business Entry Strategies | |
| Entry Strategy Configuration Exit Markets | |
| Unhappy Marriage | |
| Deacute;jagrave; Vu? | |
| Designing Global Marketing Programs | |
| Global Product and Service Strategies | |
| Product Design in a Global Environment | |
| Branding Decisions | |
| Trademark and Brand Protection | |
| Packaging and Labeling for Global Markets | |
| Marketing Services Globally | |
| Global Warranty and Service Policies | |
| Managing a Global Product Line | |
| "Ethical Products" | |
| Chasing Pirates | |
| Developing New Products for Global Markets | |
| Introducing Products into Foreign Markets | |
| Developing a Global Product | |
| New Product Development Processes for Global Markets | |
| Introducing New Products to Global Markets | |
| Rethinking World Cars | |
| Launching Intuition | |
| Pricing for International and Global Markets | |
| Profit and Cost Factors That Affect | |
| Pricing Market Factors That Affect | |
| Pricing Environmental Factors That Affect | |
| Pricing Managerial | |
| Issues in Global Pricing | |
| The Price of Coffee in China | |
| The Price of Life | |
| Managing Global Distribution Channels | |
| The Structure of the Global Distribution System | |
| Analyzing National Channels | |
| Factors Influencing the Selection of Channel | |
| Members Locating and Selecting Channel | |
| Partners Managing Global Distribution | |
| Gaining Access to Distribution Channels | |
| Global Logistics | |
| Global Trends in Distribution | |
| Giants in Asia | |
| Who's to Blame? | |
| Global Promotion | |
| Strategies Global Promotion | |
| Strategies Personal Selling Global Account | |
| Management Selling to Businesses and Governments | |
| Other Forms of Promotion | |
| The South American Sales Dilemma | |
| Flying to Armenia | |
| Managing Global Advertising | |
| Challenges in Global Advertising | |
| Selecting an Advertising Theme | |
| Global Media Strategy | |
| Organizing the Global Advertising Effort | |
| Advertising to Kids | |
| The Alliance | |
| Managing the Global Marketing Effort | |
| Organizing for Global Marketing Elements | |
| Affecting a Global Marketing Organization | |
| Types of Organizational Structures | |
| New Trends in Global Organizations | |
| Controlling the Global Organization | |
| Conflict Between Headquarters and Subsidiaries | |
| Considering a Global Marketing Career | |
| How Local Should Coke Be? | |
| The Globalization of Indian IT | |
| Appendix | |
| Frank Davis Comes to Madagascar | |
| AGT, Inc | |
| tonernow.com: A Dotcom Goes Global | |
| Alcon Laboratories | |
| Delissa in Japan | |
| Make Yourself Heard: Ericsson's Global Brand Campaign | |
| Table of Contents provided by Publisher. All Rights Reserved. |
