Global marketing
著者
書誌事項
Global marketing
Pearson Prentice Hall, c2008
5th ed.
- : pbk
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
For undergraduate and graduate courses in Global/International Marketing.
Keegan/Green gives students an understanding of global marketing as a whole, as well as focusing on the importance of emerging nations in contemporary global marketing.
目次
PART I - INTRODUCTION
Chapter 1 Introduction to Global Marketing
Case 1-1 McDonald's Expands Globally While Adjusting Its Local Recipe
Case 1-2 Acer Inc.
PART II - THE GLOBAL MARKETING ENVIRONMENT
Chapter 2 The Global Economic Environment
Case 2-1 Vietnam's Market Potential
Case 2-2 Is China's Currency Too Strong?
Chapter 3 The Global Trade Environment
Case 3-1 The Free Trade Area of the Americas
Chapter 4 Social and Cultural Environments
Case 4-1 Fair Trade Coffee: Ethics, Religion and Sustainable Production
Case 4-2 Barbie: The American Girl Goes Global
Chapter 5 The Political, Legal, and Regulatory Environments of Global Marketing
Case 5-1 America's Cuba Conundrum
Case 5-2 Genetically Modified Organisms
PART III - APPROACHING GLOBAL MARKETS
Chapter 6 Global Information Systems and Market Research
Case 6-1 Research Helps Whirlpool Act Local in a Global Market
Chapter 7 Segmentation, Targeting, and Positioning
Case 7-1 Carmakers Target Gen Y
Case 7-2 The Youth of the World Proclaim " We Want Our MTV"
Chapter 8 Importing, Exporting, and Sourcing
Case 8-1 Concerns about Factory Safety and Worker Exploitation in Developing Countries
Case 8-2 U.S. Sugar Subsidies-Too Sweet a Deal?
Chapter 9 Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances
Case 9-1 Ford Bets Billions on Jaguar
Case 9-2 SABMiller in China
PART IV - THE GLOBAL MARKETING MIX
Chapter 10 Product and Brand Decisions
Case 10-1 The Video Console Wars
Case 10-2 The Smart Car
Chapter 11 Pricing Decisions
Case 11-1 LVMH and Luxury Goods Marketing
Chapter 12 Global Marketing Channels and Physical Distribution
Case 12-1 Carrefour Expands Abroad
Case 12-2 The Future of Radio Frequency Identification
Chapter 13 Global Marketing Communications Decisions I: Advertising and Public Relations
Case 13-1 Adidas-Solomon
Chapter 14 Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, Special Forms of Marketing Communication,
Case 14-1 Marketing an Industrial Product in Latin America
PART V - STRATEGY AND LEADERSHIP IN THE 21ST CENTURY
Chapter 15 Strategic Elements of Competitive Advantage
Case 15-1 Kodak in the Twenty First Century: The Search for New Sources of Competitive Advantage
Case 15-2 Lego
Chapter 16 Leading, Organizing, and Controlling the Global Marketing Effort
Case 16-1 A Marketer Takes the Wheel at Volkswagen AG:
Case 16-2 Boeing Versus Airbus: A Battle for the Skies
Chapter 17 The Digital Revolution and the Global E-Marketplace
Case 17-1 eBay in Asia
Case 17-2 Blackberry in Japan
OR
Case 17-2 Apple and the Digital Rights Management Controversy
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