Global marketing : perspectives and cases
著者
書誌事項
Global marketing : perspectives and cases
Dryden Press, c1994
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注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
This book delivers current, innovative and thought-provoking methods on how to identify intermarket opportunities in a globally competitive environment, thereby providing international marketing students with the framework and tools necessary to profile intermarket segments. With an emphasis on international consumer behaviour and the important role of cross-culturalism in the development of marketing strategies, this book might as easily serve as a basic text for graduate level courses on international consumer behaviour as it would as a supplemental text for marketing management, international marketing, or basic consumer behaviour. Features: * This is one of few global marketing books that go beyond the traditional debate of standardization versus adapting to local differences. * An innovative, integrated approach to global segmentation is proprosed, focusing on the assessment of cross-national consumer receptivity to standardized versus customized marketing approaches. * Through the application of consumer behaviour models and theories to a cross-cultural analysis, the text provides a thorough understanding for cross-cultural consumers' perceptions and attitudes.
* The text offers a new direction in examining international marketing mix strategies, in particular making a distinction among such concepts as globalization, standardization, and localization. * New Consumerism and comsumption patterns are discussed, offering an analysis of emerging opportunities in new markets. Similarly, current marketing and advertising themes and trends are examined for a fresh look at how to communicate effectively with world-class consumers. * Current case studies provide a fresh look at key global strategic options that face marketing and advertising managers at world-class corporations and how they assess and exploit opportunities for growth in a globally competitive marketplace. * The added managerial dimension to the ongoing debate on standardization versus adaptation also provides a realistic understanding of the strategic options facing global marketing managers.
目次
Part I: Strategic Global Marketing Perspectives. Global Marketing Perspectives and Issues. Strategic Approaches to International Markets-Global, Multinational or What?. Standardisation Versus Localisation: The Need for the Compromising Perspective. Part II: Global Market Segmentation. Competitive Global Market Segmentation. The New Frontiers of Intermarket Segmentation. A Global View of 'Green' Marketing. Marketing to Women Around the World. Global Marketing to Upscale Consumers. Part III: Consumer Behavior in the Global Marketplace. Temporal Dimensions of Consumer Behavior Across Cultures. Country-Of-Origin Issues. A Study of Canadians' Country-Of-Origin Preferences. The Importance of Product Information Cues to Global Marketing. Part IV: Global Advertising Programs. Communications in Global Markets. The Impact of the European Community 1992 Initiatives on Global Advertising. An Analysis of Automobile Themes in Various Countries. Multilingual Advertising: Does It Have the Intended Effect?. Part V: Worldwide Consumption Patterns and Issues. Consumerism in China. Consumption Patterns in Japan and Nics. Part VI: Current Global Marketing Cases.
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