Global marketing management
Author(s)
Bibliographic Information
Global marketing management
（The Prentice-Hall international series in marketing）
Prentice Hall, c2002
7th ed., international ed
Available at / 14 libraries
-
No Libraries matched.
- Remove all filters.
Note
Includes bibliographies and indexes
Description and Table of Contents
Description
For courses in International Marketing and Global Marketing. This is the leading MBA text in international marketing-with comprehensive cases. *NEW- Chapter on Global e.marketing. - Students see impact of e-commerce on global marketing. *NEW- New Cases. Kodak vs. Fuji, Education of an Expatriate, CEAC-China and Ascom Hasler, Inc. - Provides students with new cases and teaching notes that refresh and update course. *Classic cases. Such as Harley Davidson, Parker Pen, etc. - These classic cases have been effective teaching cases for students. *The latest research findings and practices. With chapters on targeting, competitive analysis and strategy and product decisions. - Students can learn about the most important new research to assist with projects. *The experience and insight of a distinguished advisory board. Of executive and consulting experts. - Students learn what is happening in real practice. *Cases. Cover consumer, industrial, low tech and high tech, product and services marketing. *A unique appendix. Identifies the location of global income and population by stage of development, country and region for 2000 with projections to the year 2010 and 2020.
- Students can incorporate the latest economic data in decision making. *Chapters on global direct marketing and co-operation strategies and global strategic partnerships. - For students who interview with global corporations, these topics are critical for growth and planning.
Table of Contents
I. INTRODUCTION AND OVERVIEW.
1. Introduction to Global Marketing.
II. THE GLOBAL MARKETING ENVIRONMENT.
2. The Global Economic Environment.
3. The Social and Cultural Environment.
4. The Political, Legal, and Regulatory Environments of Global Marketing.
III. ANALYZING AND TARGETING GLOBAL MARKET OPPORTUNITIES.
5. Global Customers.
6. Global Marketing Information Systems and Research.
7. Global Targeting, Segmenting and Positioning.
IV. GLOBAL MARKETING STRATEGY.
8. Entry and Expansion Strategies: Marketing and Sourcing.
9. Cooperation and Global Strategic Partnerships.
10. Competitive Analysis and Strategy.
V. CREATING GLOBAL MARKETING PROGRAMS.
11. Product Decisions.
12. Pricing Decisions.
13. Global Marketing Channels and Physical Distribution.
14. Global Advertising.
15. Global Promotion: Personal Selling, Public Relations, Sales Promotion, Direct Marketing, Trade Shows, Sponsorship.
16. Global e.marketing.
VI. MANAGING THE GLOBAL MARKETING PROGRAM.
17. Leading, Organizing, and Monitoring the Global Marketing Effort.
18. The Future of Global Marketing.
Appendix: Global Income and Population 2000 and Projections to 2010 and 2020.
by "Nielsen BookData"
