Global marketing
Author(s)
Bibliographic Information
Global marketing
Pearson/Prentice Hall, c2008
5th ed., Pearson international ed
Available at 6 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
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.
Table of Contents
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
by "Nielsen BookData"