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Global Marketing Management

ISBN: 9780139030239 | 0139030239
Edition: 6th
Format: Hardcover
Publisher: Prentice Hall
Pub. Date: 1/1/1999

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SummaryTable of Contents
For graduate courses in International and Global Marketing. The leading graduate-level case text in international marketing, as well as a popular reference for practitioners, this Sixth Edition focuses on the opportunities and challenges of global markets and the threat of global competition across a broad spectrum of industries.
... MORE
Prefacexi(3)
About the Authorxiv
PART ONE: INTRODUCTION AND OVERVIEW1(36)
CHAPTER 1 Introduction to Global Marketing
1(36)
Marketing: A Universal Discipline
2(2)
The Three Principles of Marketing
4(3)
Global Marketing: What It Is and What It Is Not
7(3)
The Importance of Global Marketing
10(1)
Management Orientations
11(5)
Driving and Restraining Forces Affecting Global Integration and Global Marketing
16(6)
Outline of This Book
22(3)
PART I CASE Which Company Is Transnational?
25(2)
APPENDIX 1: The 18 Guiding Principles of the Marketing Company
27(10)
PART II: THE GLOBAL MARKETING ENVIRONMENT37(98)
CHAPTER 2 The Global Economic Environment
37(21)
The World Economy--An Overview
38(2)
Economic Systems
40(2)
Stages of Market Development
42(3)
Stages of Economic Development
45(1)
Income and Purchasing Power Parity Around the Globe
45(4)
The Location of Population
49(2)
Marketing and Economic Development
51(1)
Balance of Payments
52(1)
Trade Patterns
53(5)
CHAPTER 3 Social and Cultural Environments
58(28)
Basic Aspects of Society and Culture
59(9)
Analytical Approaches to Cultural Factors
68(6)
Social and Cultural Environments: Impact on Marketing Industrial Products
74(3)
Social and Cultural Environments: Impact on Marketing Consumer Products
77(3)
Cross-Cultural Complications and Suggested Solutions
80(6)
CHAPTER 4 The Political, Legal, and Regulatory Environments of Global Marketing
86(49)
Basic Elements of Global Marketing
87(1)
The Political Environment
87(5)
International Law
92(2)
Sidestepping Legal Problems: Important Business Issues
94(8)
Conflict Resolution, Dispute Settlement, and Litigation
102(3)
The Regulatory Environment
105(6)
PART II CASES Swatchmobile/Smart Car
111(24)
Euro Disney (A),(B)
112(11)
Coca-Cola: Universal Appeal?
123(12)
PART III: ANALYZING AND TARGETING GLOBAL MARKET OPPORTUNITIES135(116)
CHAPTER 5 Global Markets and Buyers
135(35)
Economic Cooperation and Preferential Trade Arrangements
137(3)
Regional Economic Organizations
140(11)
Regional Market Characteristics
151(11)
Marketing in Less Developed Countries
162(1)
Global Buyers
162(5)
The Global Marketing Plan
167(3)
CHAPTER 6 Global Marketing Information Systems and Research
170(27)
Overview of Global Marketing Information Systems
171(6)
Formal Marketing Research
177(11)
Current Issues in Global Marketing Research
188(5)
An Integrated Approach to Information Collection
193(4)
CHAPTER 7 Segmentation, Targeting, and Positioning
197(54)
Global Market Segmentation
198(8)
Global Targeting
206(4)
Global Product Positioning
210(4)
PART III CASES Choufont-Salva, Inc.
214(37)
Oriflame
227(14)
Swatch Watch U.S.A.: Creative Marketing Strategy
241(10)
PART IV: GLOBAL MARKETING STRATEGY251(128)
CHAPTER 8 Sourcing: Exporting and Importing
251(36)
Sourcing Decision Criteria
253(5)
Organizational Export Activities
258(1)
National Policies Governing Exports and Imports
259(6)
Choosing Export Markets
265(4)
Market Access Considerations
269(2)
Customs Valuation Code
271(2)
Organizing for Exporting
273(3)
Export Financing/Methods of Payment
276(1)
Cash in Advance
277(1)
Countertrade
278(9)
CHAPTER 9 Global Marketing Strategy: Entry and Expansion
287(20)
Marketing Strategy Alternatives
288(1)
Entry and Expansion Decision Model
289(1)
Ownership and Control
290(8)
Market Expansion Strategies
298(2)
Alternative Strategies: Stages of Development Model
300(7)
CHAPTER 10 Competitive Analysis and Strategy
307(27)
Industry Analysis Forces Influencing Competition
308(4)
Global Competition and National Competitive Advantage
312(9)
Competitive Advantage and Strategic Models
321(4)
Strategic Positions
325(1)
Competitive Innovation and Strategic Intent
326(8)
CHAPTER 11 Cooperative Strategies and Global Strategic Partnerships
334(45)
The Nature of Global Strategic Partnerships
335(2)
Success Factors
337(1)
Alliances with Asian Competitors
338(2)
Case Examples of Partnerships
340(2)
International Partnerships in Developing Countries
342(1)
Cooperative Strategies in Japan: Keiretsu
343(3)
Beyond Strategic Alliances
346(6)
PART IV CASES Odysseus, Inc. (The Decision to Go "International")
352(27)
Metro Corporation: Technology Licensing Negotiation
362(4)
A.S. Norlight
366(5)
Aremco Products Inc.
371(8)
PART V: CREATING GLOBAL MARKETING PROGRAMS379(164)
CHAPTER 12 Product Decisions
379(29)
Basic Concepts
381(8)
Product Positioning
389(4)
Product Saturation Levels in Global Markets
393(1)
Product Design Considerations
393(2)
Attitudes Toward Country of Origin
395(2)
Geographic Expansion--Strategic Alternatives
397(6)
New Products in Global Marketing
403(5)
CHAPTER 13 Pricing Decisions
408(27)
Basic Pricing Concepts
409(2)
Global Pricing Objectives and Strategies
411(6)
Dumping
417(2)
Environmental Influences on Pricing Decisions
419(5)
Transfer Pricing
424(4)
Global Pricing--Three Policy Alternatives
428(7)
CHAPTER 14 Global Marketing Channels and Physical Distribution
435(22)
Channel Objectives and Constraints
436(5)
Distribution Channels: Terminology and Structure
441(5)
International Channel Innovation
446(2)
Channel Strategy for New Market Entry
448(1)
Physical Distribution and Logistics
449(2)
Case Example: Japan
451(6)
CHAPTER 15 Global Advertising
457(20)
Global Advertising and Branding
458(3)
Global Advertising Content: The Extension versus Adaptation Debate
461(2)
Selecting an Advertising Agency
463(2)
Advertising Appeals and Product Characteristics
465(4)
Creating Advertising
469(8)
CHAPTER 16 Global Marketing Communications Decisions, Public Relations, Sales Promotion, Personal Selling, Direct Marketing, Database Marketing, and the Internet
477(66)
Public Relations and Publicity
477(5)
Sales Promotion
482(2)
Personal Selling
484(1)
Direct, Database, and Internet Marketing
485(5)
PART V CASES The Launch of GSM Cellular Telephones in South Africa
490(53)
Kodak versus Fuji: A Case of Japanese-American Strategic Interaction
497(11)
Grasse Fragrances SA
508(8)
Harley-Davidson Motor Co., Inc.: Defending a Piece of the Domestic Pie
516(15)
Nokia and the Cellular Phone Industry
531(12)
PART VI: MANAGING THE GLOBAL MARKETING PROGRAM543(84)
CHAPTER 17 Leading, Organizing, and Controlling the Global Marketing Effort
543(24)
Leadership
544(1)
Organization
545(13)
Global Marketing Management Audit and Control
558(4)
Formal Control Methods
562(5)
CHAPTER 18 The Future of Global Marketing
567(60)
Five Major Changes
567(4)
Careers in Global Marketing
571(2)
PART VI CASES Benetton Group SpA: Raising Consciousness and Controversy with Global Advertising
573(14)
Parker Pen Co. (A), (B), (C)
575(12)
APPENDIX: Global Income and Population 1997 and Projections to 2000 and 2010
587(40)
Name Index627(4)
Subject Index631

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