Global marketing
Author(s)
Bibliographic Information
Global marketing
Prentice Hall, c2000
2nd ed
- : pbk
- Other Title
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Principles of global marketing
Available at / 24 libraries
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Note
Rev. ed. of: Principles of global marketing / Warren J. Keegan, Mark C. Green. c1997
Includes bibliographical references and indexes
Description and Table of Contents
Description
This successful new text offers a concise introduction to the field that is presented in a lively student oriented style. The authors integrate relevant real-world cases, vignettes, and boxed features with a clear, engaging narrative to effectively communicate the excitement, challenge and discipline of global marketing.
*NEW More comprehensive, in-depth, current discussions and explorations *NEW Enhanced presentation of global trade (Ch 3) Features income data presented in tables as well as redesigned and updated maps *NEW Expanded and improved social/cultural coverage (Ch 4) Provides an expanded introduction to basic concepts *NEW The most recent research on product decisions (Ch 11) Covers Maslow's hierarchy of needs and expands discussions to include current research on Asian markets *NEW Impact of Information Technology (Ch 6) Expands coverage of the role IT is currently playing on global marketing activities *NEW Expanded section on global retailing (Ch 13) Broadens discussions and offers a new framework for geographic expansion by global retailers *NEW Enhanced Internet integration-Offers scores of relevant web addresses; a dedicated website that features links to companies mentioned in the text and continuous updates to chapter discussions; and chapter-ending skill-building exercises keyed to the Internet *Concise, issue-oriented and timely cases. Profiles such businesses/topics as McDonald's; Acer, Inc.; the European Monetary Union; the US vs.
Cuba; airlines global alliances; LVMH and luxury goods marketing; and more *Presents concepts under discussion at work in the real world, offering the immediate application of principles and stimulating lively class discussion
Table of Contents
I. INTRODUCTION. 1. Introduction to Global Marketing. II. THE GLOBAL MARKETING ENVIRONMENT. 2. The Global Economic Environment. 3. The Global Trade Environment: Regional Market Characteristics and Preferential Trade Agreements. 4. Social and Cultural Environments. 5. The Political, Legal, and Regulatory Environments of Global Marketing. 6. Global Information Systems and Market Research. III. GLOBAL STRATEGY. 7. Going Global: Segmentation, Targeting, and Positioning. 8. Sourcing Strategies: Exporting and Importing. 9. Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances. 10. Strategic Elements of Competitive Advantage. IV. THE GLOBAL MARKETING MIX. 11. Product and Brand Decisions. 12. Pricing Decisions. 13. Global Marketing Channels and Physical Distribution. 14. Global Marketing Communications Decisions I: Advertising and Public Relations. 15. Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, Special Forms of Marketing Communication, New Media. V. MANAGING THE GLOBAL MARKETING EFFORT. 16. Leading, Organizing, and Controlling the Global Marketing Effort. Glossary. Author/Name Index. Subject/Company Index.
by "Nielsen BookData"
