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Global Marketing Management

by: Keegan, Warren J.

Global Marketing Management

by: Keegan, Warren J.

ISBN 13:
9780139030239
ISBN 10:
0139030239
Edition: 6th
Format: Hardcover
Copyright: 01/01/1999
Publisher: Prentice Hall
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Summary

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.

Preface

(3)

About the Author

xiv

PART ONE: INTRODUCTION AND OVERVIEW

(36)

CHAPTER 1 Introduction to Global Marketing

(36)

Marketing: A Universal Discipline

(2)

The Three Principles of Marketing

(3)

Global Marketing: What It Is and What It Is Not

(3)

The Importance of Global Marketing

(1)

Management Orientations

(5)

Driving and Restraining Forces Affecting Global Integration and Global Marketing

(6)

Outline of This Book

(3)

PART I CASE Which Company Is Transnational?

(2)

APPENDIX 1: The 18 Guiding Principles of the Marketing Company

(10)

PART II: THE GLOBAL MARKETING ENVIRONMENT

(98)

CHAPTER 2 The Global Economic Environment

(21)

The World Economy--An Overview

(2)

Economic Systems

(2)

Stages of Market Development

(3)

Stages of Economic Development

(1)

Income and Purchasing Power Parity Around the Globe

(4)

The Location of Population

(2)

Marketing and Economic Development

(1)

Balance of Payments

(1)

Trade Patterns

(5)

CHAPTER 3 Social and Cultural Environments

(28)

Basic Aspects of Society and Culture

(9)

Analytical Approaches to Cultural Factors

(6)

Social and Cultural Environments: Impact on Marketing Industrial Products

(3)

Social and Cultural Environments: Impact on Marketing Consumer Products

(3)

Cross-Cultural Complications and Suggested Solutions

(6)

CHAPTER 4 The Political, Legal, and Regulatory Environments of Global Marketing

(49)

Basic Elements of Global Marketing

(1)

The Political Environment

(5)

International Law

(2)

Sidestepping Legal Problems: Important Business Issues

(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 OPPORTUNITIES

135

(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 STRATEGY

251

(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 PROGRAMS

379

(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 PROGRAM

543

(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 Index

627

(4)

Subject Index

631

Amazon no longer offers textbook rentals. We do!

Global Marketing Management

Global Marketing Management

9780139030239

0139030239

Summary

Table of Contents

Supplemental Materials

Write a Review

Amazon no longer offers textbook rentals. We do!

Global Marketing Management

Global Marketing Management

9780139030239

0139030239

Summary

Table of Contents

Supplemental Materials

Write a Review

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