Global marketing
著者
書誌事項
Global marketing
Pearson education, c2015
8th ed., global ed
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注記
Includes indexes
内容説明・目次
内容説明
For undergraduate and graduate courses in global marketing
The excitement, challenges, and controversies of global marketing.
Global Marketing reflects current issues and events while offering conceptual and analytical tools that will help students apply the 4Ps to global marketing.
MyMarketingLab for Global Marketing is a total learning package. MyMarketingLab is an online homework, tutorial, and assessment program that truly engages students in learning. It helps students better prepare for class, quizzes, and exams-resulting in better performance in the course-and provides educators a dynamic set of tools for gauging individual and class progress.
Please note that the product you are purchasing does not include MyMarketingLab.
MyMarketingLab
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Go to www.MyMarketingLab.com to buy access to this interactive study programme.
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目次
- Part I. Introduction Chapter 1. Introduction to Global Marketing Case 1-1. The Global Marketplace Is Also Local Case 1-1. The Global Marketplace (continued) Case 1-2. McDonald's Expands Globally While Adjusting Its Local Recipe Case 1-3. Apple versus Samsung: The Battle for Smartphone Supremacy Heats Up Part II. The Global Marketing Environment Chapter 2. The Global Economic Environment Case 2-1. A New Front in the Battle of Ideas Case 2-1. A New Front in the Battle of Ideas (continued) Case 2-2. Argentina Uncorks Malbec
- World Ready for a Glass Chapter 3. The Global Trade Environment Case 3-1. Global Trading Partners Look East and West for Economic Growth Case 3-1. Will New Trade Partnerships Fuel East-West Growth? (continued) Case 3-2. Will the Euro Survive? The Euro Zone Fights for Its Life Chapter 4. Social and Cultural Environments Case 4-1. Will Tourism Ruin Venice? Case 4-1. Is Tourism the Savior or the Scourge of Venice? (continued) Case 4-2. Soccer and the Fashion World Chapter 5. The Political, Legal, and Regulatory Environments Case 5-1. Mr. President-Free Pussy Riot! Case 5-1. Mr. President-Free Pussy Riot! (continued) Case 5-2. America's Cuban Conundrum Case 5-3. Gambling Goes Global on the Internet Part III. Approaching Global Markets Chapter 6. Global Information Systems and Market Research Case 6-1. Market Research Keeps Coach at the Cutting Edge of Fashion Case 6-1. Market Research Keeps Coach at the Cutting Edge of Fashion (continued) Case 6-2. Research Helps Whirlpool Keep Its Cool at Home, Act Local in Emerging Markets Chapter 7. Segmentation, Targeting, and Positioning Case 7-1. Global Companies Target Low-Income Consumers (A) Case 7-1. Global Companies Target Low-Income Consumers (A) (continued) Case 7-2. Cosmetics Giants Segment the Global Cosmetics Market Chapter 8. Importing, Exporting, and Sourcing Case 8-1. Can the United States Double Its Exports by 2015? Case 8-1. Increasing U.S. Exports (continued) Case 8-2. Asian Shoe Exports to Europe Case 8-3. A Day in the Life of an Export Coordinator Chapter 9. Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances Case 9-1. Starbucks Expands Abroad Case 9-1. Starbucks' Global Expansion (continued) Case 9-2. Jaguar's Passage to India Part IV. The Global Marketing Mix Chapter 10. Brand and Product Decisions in Global Marketing Case 10-1. Suzlon Energy Case 10-1. Suzlon Energy (continued) Case 10-2. The Smart Car Chapter 11. Pricing Decisions Case 11-1. Global Companies Target Low-Income Consumers (B) Case 11-1. Global Companies Target Low-Income Consumers (B) (continued) Case 11-2. LVMH and Luxury Goods Marketing Case 11-3. One Laptop Per Child Chapter 12. Global Marketing Channels and Physical Distribution Case 12-1. Walmart's Adventures in India Case 12-1. Can Walmart Crack the Retail Code in India? (continued) Case 12-2. Fail! Tesco Strikes Out in the United States Chapter 13. Global Marketing Communications Decisions I: Advertising and Public Relations Case 13-1. The Gulf Oil Spill: BP's Public Relations Nightmare Case 13-1. The BP Oil Spill (continued) Case 13-2. Scotch Whisky in China: A Taste of the Good Life Chapter 14. Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication Case 14-1. Red Bull Case 14-1. Red Bull (continued) Case 14-2. Marketing an Industrial Product in Latin America Chapter 15. Global Marketing and the Digital Revolution Case 15-1. Africa 3.0 Case 15-1. Africa 3.0 (continued) Case 15-2. Global Marketers Discover Social Media Part V. Strategy and Leadership in the Twenty-First Century 488 Chapter 16. Strategic Elements of Competitive Advantage Case 16-1. Volkswagen Aims for the Top Case 16-1. Volkswagen (continued) Case 16-2. IKEA Case 16-3. LEGO Chapter 17. Leadership, Organization, and Corporate Social Responsibility Case 17-1. A Changing of the Guard at Unilever Case 17-1. Unilever (continued) Glossary Author/Name Index Subject/Organization Index
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