Global marketing management : a European perspective
Author(s)
Bibliographic Information
Global marketing management : a European perspective
Financial Times Prentice Hall, an imprint of Pearson Education, 2001
- : pbk
Available at 5 libraries
  Aomori
  Iwate
  Miyagi
  Akita
  Yamagata
  Fukushima
  Ibaraki
  Tochigi
  Gunma
  Saitama
  Chiba
  Tokyo
  Kanagawa
  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
  Nagano
  Gifu
  Shizuoka
  Aichi
  Mie
  Shiga
  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
  China
  Thailand
  United Kingdom
  Germany
  Switzerland
  France
  Belgium
  Netherlands
  Sweden
  Norway
  United States of America
Note
Includes bibliographical references and index
Description and Table of Contents
Description
This book, the leading text for students in international marketing, adopts a strategic approach reflecting the importance of multinational corporations. Written by two experts in the field, the book is divided into six parts providing a big picture approach and introducing the field of global marketing, covering the major dimensions of the environment of global marketing, looking at assessing market opportunities, discussing strategic issues such as market selection and market entry alternatives and covering the global marketing mix. The book concludes with a focus on implementation and addresses the task of organising and controlling global strategy, and attempts to provide a glimpse into the future of global marketing. A European version of Keegan's successful text, thoroughly revised to take into account the way global marketing is taught within the European context.
Table of Contents
PART I: INTRODUCTION AND OVERVIEW.
1. Introduction to global marketing
Part I Case: Which Company is Transnational
PART II: THE GLOBAL MARKETING ENVIRONMENT
2. Economic environment
3. Social and cultural environments
4. The political, legal and regulatory environments of global marketing
5. Information technology environment
Part II Cases:
Swatchmobile/Smart Car
Euro Disney (A), (B)
Coca-Cola: Universal approach?
PART III: ANALYSING AND TARGETING GLOBAL MARKET OPPORTUNITIES.
6. Assessing global marketing opportunities
7. Global segmentation, targeting and positioning
Part III Cases:
Oriflame
Integrating brand strategies after an acquisition: Schwartzkopf & Henkel Cosmetics
Rocking the boat at MTV
PART IV: GLOBAL MARKETING STRATEGY
8. Market selection and market entry alternatives - exporting
9. Production abroad and strategic alliances
10. Global competition and strategy
Part IV Cases:
Czech beer goes worldwide
Norsk Hydro fertilizers in the U.S. (A), (B)
PART V: CREATING GLOBAL MARKETING PROGRAMS
11. Product and service decisions
12. Global pricing
13. Global logistics and channel decisions
14. Global marketing communication
Part V Cases:
The launch of GSM cellular telephones in South Africa
Nokia and the cellular phone industry
BASF in China: The marketing of Styropor
PART VI: MANAGING THE GLOBAL MARKETING PROGRAM.
15. Global organisational structures
16. Global marketing management audit and control
17. The future of global marketing
Part VI Cases:
Benetton Group SpA: Raising consciousness and controversy with global advertising
Singapore Prison Service
Sicom GmbH and CD piracy
by "Nielsen BookData"