Global marketing management
著者
書誌事項
Global marketing management
Prentice Hall, c1995
5th ed
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注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
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 Fifth Edition focuses on the opportunities and challenges of global markets and the threat of global competition across a broad spectrum of industries.
目次
I. A CONCEPTUAL OVERVIEW. 1. Introduction to Global Marketing (including Basic Principles of Global Marketing). 2. Global Marketing Planning. (New Chapter) II. THE GLOBAL MARKETING ENVIRONMENT. 3. World Economic Environment. 4. Social and Cultural Environment. 5. Legal and Regulatory Environment. (New Chapter) 6. Financial Framework and Decisions. (New Chapter) III. TARGETING GLOBAL MARKETS. 7. Global Marketing Information Systems and Research. 8. Global Segmentation, Targeting and Positioning. (New Chapter) IV. FORMULATING GLOBAL MARKETING STRATEGY. 9. Sourcing Decisions and Global Production Strategy. 10. Strategy Alternatives for Entry and Expansion-Setting Target Market Priorities. 11. Competitor Analysis and Competitive Strategy. 12. Co-operation Strategies and Global Strategic Partnerships (New Chapter) V. THE GLOBAL MARKETING MIX. 13. Product Decisions. 14. Pricing Decisions. 15. Channel Decisions. 16. Communications Decisions. 17. Exporting and Importing. VI. MANAGING AND LEADING THE GLOBAL MARKETING EFFORT. 18. Global Direct Marketing (New Chapter) 19. Leading, Organizing, and Controlling the Global Marketing Effort. Appendix: Rupert Murdoch, Chairman and CEO, The News Corporation, Ltd. "The Wriston Lecture." 20. The Future of Global Marketing. Appendix: "Establishing a Presence Around the Globe" by Ron K. Glover, President, North American Dun & Bradstreet Information Services. Appendix. Global Income and Population: 1994 with Projections to 2020. CASES. Choufont-Salva, Inc. Club Med. EuroDisney. Fried Chicken in Japan. Global Competition: Motorcycles 1955-92. Global Opportunities for Small Companies: The case of Aremco. Grasse Fragrences, by H. Michael Hays, Univ of Colorado at Denver. Harley Dvaidson Motor Company, Inc. Hot Shot to Japan. Ito Yokado by M. Edgar Barrett, Thunderbird. Kodak vs. Fuji by H. Donald Hopkins, Temple University. Metro Corporation: Technology Licensing Negotiation by Farok J. Contractor, Rutgers. Odysseus. Parker Pen. Richardson Manufacturing Co. Swatch Watch U.S.A. The News Corporation. Which Company is Transnational?
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