Global marketing
著者
書誌事項
Global marketing
Blackwell, 1996
- : pbk
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注記
Includes bibliographical references and index
内容説明・目次
- 巻冊次
-
ISBN 9781557864932
内容説明
This text represents a contemporary vision of how students will see the global marketplace in the future. Using an innovative three-scan framework (competitive, environmental and marketing), it synthesizes both traditional analysis (country risk and company tactical marketing mix decision-making) and non-traditional analysis (political, technological, cultural and marketing strategy factors). The book discusses issues from NAFTA in Mexico to telecommunications in Europe in a comprehensive analytical framework which also reflects a superior understanding of the global environment. The book aims to set criteria for understanding how marketing managers must react from now on. Key features of the book include: an analytical approach based on experience; truly global - looks at key regions Mexico, China, Japan and Europe; key global industries such as telecommunications integrated into region and scan; and provides coverage of important cultural issues.
目次
- Marketing frames of reference
- organizing marketing experience
- researching international markets - country analysis
- demographic facts
- cultural insights
- political realities
- global brands - marketing teamwork
- marketing strategy
- product positioning
- channel management
- signaling national information - promotion marketing
- price signals
- sales force behaviour
- value marketing
- marketing forecasts.
- 巻冊次
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: pbk ISBN 9781557868299
内容説明
Each chapter in Global Marketing features a unique three-scan model - Competitive Scan, Environmental Scan and Marketing Scan - that provides a consistent framework for analyzing the tremendous variety of global marketing problems. By using one model to determine the similarities and differences of different situations, students are provided with a clearer understanding of how to devise a marketing strategy that works across markets while taking regional differences into account.
Global Marketing: * Discusses contemporary global issues * Covers important cultural issues * Offers a superior discussion of the global environment * Synthesizes traditional and non-traditional analysis * Emphasizes experience-based analysis Each chapter features a chapter outline, learning objectives, conclusions and questions based on the learning objectives. Global Marketing is suitable for marketing practitioners and all international marketing courses at both the undergraduate and postgraduate level.
目次
Foreword. Preface.
List of Exhibits.
Part I: Introduction: .
1. Marketing Frames of Reference.
2. Organizing Marketing Experience.
Part II: Researching International Markets:.
3. Country Analysis.
4. Demographic Facts.
5. Cultural Insights.
6. Political Realities.
Part III: Positioning Global Brands: .
7. Marketing Teamwork.
8. Marketing Strategy.
9. Product Positioning.
10. Channel Management.
Part IV: Signaling National Information: .
11. Promotion Marketing.
12. Price Signals.
13. Sales Force Behavior.
14. Value Marketing.
15. Marketing Forecasts.
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