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Global Marketing
ISBN: 9780131754348 | 0131754343
Edition: 5thFormat: Paperback
Publisher: Prentice Hall
Pub. Date: 1/1/2008
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"Warren Keegan and Mark Green have completely revised and updated Global Marketing, Fifth Edition. This exciting new edition captures the dynamic and changing face of global marketing in the twenty-first century. It includes an in-depth focus on key market opportunities in the high-growth/large-population countries, including the BRIC quartet of Brazil, Russia, India, and China. In addition, the authors provide expanded coverage of markets in large, medium, and small countries in every region of the world and at every stage of development. The ... MORE
| Introduction | |
| Introduction to Global Marketing | |
| McDonald's Expands Globally While Adjusting Its Local Recipe | |
| Acer Inc | |
| The Global Marketing Environment | |
| The Global Economic Environment | |
| Vietnam's Market Potential | |
| Is Chinas Currency Too Strong? | |
| The Global Trade Environment | |
| The Free Trade Area of the Americ... MORE | |
| Social and Cultural Environments | |
| Fair Trade Coffee: Ethics, Religion and Sustainable Production | |
| Barbie: The American Girl Goes Global | |
| The Political, Legal, and Regulatory Environments of Global Marketing shy | |
| Americas Cuba Conundrum | |
| Genetically Modified Organisms | |
| Approaching Global Markets | |
| Global Information Systems and Market Research | |
| Research Helps Whirlpool Act Local in a Global Market | |
| Segmentation, Targeting, and Positioning | |
| Carmakers Target Gen Y | |
| The Youth of the World Proclaim We Want Our MTV | |
| Importing, Exporting, and Sourcing | |
| Concerns about Factory Safety and Worker Exploitation in Developing Countries | |
| U.S. Sugar SubsidiesToo Sweet a Deal? | |
| Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances | |
| Ford Bets Billions on Jaguar | |
| SABMiller in China | |
| The Global Marketing Mix | |
| Product and Brand Decisions | |
| The Video Console Wars | |
| The Smart Car | |
| Pricing Decisions | |
| LVMH and Luxury Goods Marketing | |
| Global Marketing Channels and Physical Distribution | |
| Carrefour Expands Abroad | |
| The Future of Radio Frequency Identification | |
| Global Marketing Communications Decisions I: Advertising and Public Relations | |
| Adidas-Solomon | |
| Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, Special Forms of Marketing Communication | |
| Marketing an Industrial Product in Latin America | |
| Strategy and Leadership in the 21st Century | |
| Strategic Elements of Competitive Advantage | |
| Kodak in the Twenty First Century: The Search for New Sources of Competitive Advantage | |
| Lego | |
| Leading, Organizing, and Controlling the Global Marketing Effort | |
| A Marketer Takes the Wheel at Volkswagen AG | |
| Boeing Versus Airbus: A Battle for the Skies | |
| The Digital Revolution and the Global E-Marketplace | |
| eBay in Asia | |
| Blackberry in Japan OR | |
| Apple and the Digital Rights Management Controversy | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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