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Global Marketing,9780130842688
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Global Marketing

by ;
Edition:
2nd
ISBN13:

9780130842688

ISBN10:
0130842680
Format:
Paperback
Pub. Date:
8/1/1999
Publisher(s):
Prentice Hall
List Price: $91.25

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This is the 2nd edition with a publication date of 8/1/1999.
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Summary

This undergraduate new edition offers a concise introduction to the field that is presented in a lively student-oriented style. The authors integrate relevant real-world cases, vignettes, and boxed features with a clear, engaging narrative to effectively communicate the excitement, challenge and discipline of global marketing.

Table of Contents

PART I INTRODUCTION 1(45)
1 Introduction to Global Marketing
1(45)
Case 1-1 McDonald's Adjusts Its Local Recipe While Expanding Globally
31(4)
Case 1-2 Acer Inc.
35(11)
PART II THE GLOBAL MARKETING ENVIRONMENT 46(195)
2 The Global Economic Environment
46(39)
Case 2-1 Vietnam's Market Potential
75(2)
Case 2-2 All for One: Europe Creates a Monetary Union
77(8)
3 The Global Trade Environment: Regional Market Characteristics and Preferential Trade Agreements
85(41)
Case 3-1 Asia-Pacific Economic Cooperation
121(3)
Case 3-2 Europe Goes Bananas for...
124(2)
4 Social and Cultural Environments
126(38)
Case 4-1 Euro Disney
160(2)
Case 4-2 Marketing an Industrial Product in Latin America
162(2)
5 The Political, Legal, and Regulatory Environments of Global Marketing
164(43)
Case 5-1 Trademark Infringement in World Markets
200(2)
Case 5-2 Bud versus Bud
202(2)
Case 5-3 United States versus Cuba
204(3)
6 Global Information Systems and Market Research
207(34)
Case 6-1 Research Points Whirlpool toward a Global Market
238(3)
PART III GLOBAL STRATEGY 241(136)
7 Going Global: Segmentation, Targeting, and Positioning
241(30)
Case 7-1 HarperCollins: Is the "Global Book" a Reality?
269(2)
8 Sourcing Strategies: Exporting and Importing
271(35)
Case 8-1 Concerns about Factory Safety and Worker Exploitation in Developing Countries
301(3)
Case 8-2 Jimmy Fand: The Tile Connection
304(2)
9 Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances
306(42)
Case 9-1 Federal Express Encounters Turbulence in the Global Package Express Business
341(2)
Case 9-2 Iridium LLC
343(2)
Case 9-3 Airlines Take to the Skies in Global Strategic Alliances
345(3)
10 Strategic Elements of Competitive Advantage
348(29)
Case 10-1 The Photo Wars: Fuji versus Kodak
374(3)
PART IV THE GLOBAL MARKETING MIX 377(186)
11 Product and Brand Decisions
377(45)
Case 11-1 Royal Philips Electronics: Marketing the Compact Disk Interactive (CD-i)
414(2)
Case 11-2 Royal Philips Electronics: The Digital Compact Cassette
416(2)
Case 11-3 Smart Cards
418(3)
Case 11-4 Smart Cars
421(1)
12 Pricing Decisions
422(38)
Case 12-1 LVMH and Luxury Goods Marketing
456(4)
13 Global Marketing Channels and Physical Distribution
460(36)
Case 13-1 Toys "XXX" Us in Japan
494(2)
14 Global Marketing Communications Decisions I: Advertising and Public Relations
496(39)
Case 14-1 Benetton Group S.p.A.: Raising Consciousness and Controversy with Global Advertising
533(2)
15 Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, Special Forms of Marketing Communication, New Media
535(28)
PART V MANAGING THE GLOBAL MARKETING EFFORT 563
16 Leading, Organizing, and Controlling the Global Marketing Effort
563
Case 16-1 Volkswagen AG: The Second Time's the Charm for a Would-Be Global Automaker
590(3)
Case 16-2 Kazuo Inamori: Spiritual Leadership at Kyocera Corporation
593


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