Global Marketing An Interactive Approach

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  • Edition: 1st
  • Format: Paperback
  • Copyright: 2006-02-01
  • Publisher: Cengage Learning
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Created specifically for undergraduate students, this concise text covers the essential concepts of global marketing with the aid of extensive real-life examples and cases. It offers balanced coverage of developed and developing markets, including insights into the often-overlooked markets of Africa, Latin America, and the Middle East. While written in a student-friendly style, the text is comprehensive in its coverage of topics. The authors' extensive research and consulting experience allows for current coverage of a wide array of topics. An early introduction to culture and marketing prepares students to integrate cultural analysis throughout the course. A chapter dedicated to the understanding of global and local competitors sets the stage for ongoing discussion of both buyers and competitors in an increasingly competitive global market.

Table of Contents

Note: Each chapter includes Conclusions, Review Questions, Questions for Discussions, and For Further Reading
Introduction to Global Marketing
The Development of Global Marketing
The Importance of Global Marketing
Organization of This Book
Understanding the Global Marketing Environment
The Global Economy International Trade: An Overview
The Basic Theories of World Trade: Absolute, Comparative, and Competitive Advantage
Balance of Payments Exchange Rates
International Agencies for Promoting
Economic and Monetary Stability
Protectionism and Trade Restrictions Economic
Integration as a Means of Promoting Trade
The Global Economy
Banana Wars
Trouble in Mercosur
Cultural and Social Forces
A Definition of Culture Religion
The Family Education Attitudes Toward Time
The Hofstede Measures of Culture
Language and Communication
Overcoming the Language Barrier
Adapting to Cultural Differences
Banning Barbie
Sacred Work, Sacred Leisure
Political and Regulatory Climate Host Country
Political Climate Host Government Actions Home Country
Political Forces International and Global Legal Forces
Forecasting and Managing Regulatory
Change Managing Political Risk
Risk Reduction Strategies
Cuba: Re-entering the World
Coke Under Fire
Analyzing Global Opportunities
Global Buyer Behavior
Understanding Buyers
The Consumer Market
Business Markets
Government Markets
What Teens Want
Questionable Payments
Global Competitors
The Globalization of Competition
Cultural Attitudes Toward Competition
Home Country Actions and Global Competitiveness
Competition from Emerging Markets
The Country-of Origin-Advantage
Buzzing Around McDonald's
Arming the Gulf
Global Marketing Research
The Scope of International Marketing Research
Challenges in Planning International Research
The Research Process
Collecting Secondary Data
Collecting Primary Data
Comparing Studies
Across Cultures Analytic Techniques
Studying the Competition Environmental Review
Developing a Global Information System
Surveying the Turkish Clothing Industry
Selector's European Dilemma
Developing Global Marketing Strategies
Global Marketing Strategies
Internationalizing Marketing Operations
Geographic Market Choices Country Selection
Selecting a Global Marketing Strategy
Gillette Targets Emerging Markets
Indian Food Goes Global
Global Market Entry Strategies
Exporting as an Entry Strategy
Foreign Production as an Entry Strategy
Ownership Strategies
Entering Markets Through Mergers and Acquisitions
Portal or e-Business Entry Strategies
Entry Strategy Configuration Exit Markets
Unhappy Marriage
Deacute;jagrave; Vu?
Designing Global Marketing Programs
Global Product and Service Strategies
Product Design in a Global Environment
Branding Decisions
Trademark and Brand Protection
Packaging and Labeling for Global Markets
Marketing Services Globally
Global Warranty and Service Policies
Managing a Global Product Line
"Ethical Products"
Chasing Pirates
Developing New Products for Global Markets
Introducing Products into Foreign Markets
Developing a Global Product
New Product Development Processes for Global Markets
Introducing New Products to Global Markets
Rethinking World Cars
Launching Intuition
Pricing for International and Global Markets
Profit and Cost Factors That Affect
Pricing Market Factors That Affect
Pricing Environmental Factors That Affect
Pricing Managerial
Issues in Global Pricing
The Price of Coffee in China
The Price of Life
Managing Global Distribution Channels
The Structure of the Global Distribution System
Analyzing National Channels
Factors Influencing the Selection of Channel
Members Locating and Selecting Channel
Partners Managing Global Distribution
Gaining Access to Distribution Channels
Global Logistics
Global Trends in Distribution
Giants in Asia
Who's to Blame?
Global Promotion
Strategies Global Promotion
Strategies Personal Selling Global Account
Management Selling to Businesses and Governments
Other Forms of Promotion
The South American Sales Dilemma
Flying to Armenia
Managing Global Advertising
Challenges in Global Advertising
Selecting an Advertising Theme
Global Media Strategy
Organizing the Global Advertising Effort
Advertising to Kids
The Alliance
Managing the Global Marketing Effort
Organizing for Global Marketing Elements
Affecting a Global Marketing Organization
Types of Organizational Structures
New Trends in Global Organizations
Controlling the Global Organization
Conflict Between Headquarters and Subsidiaries
Considering a Global Marketing Career
How Local Should Coke Be?
The Globalization of Indian IT
Frank Davis Comes to Madagascar
AGT, Inc
tonernow.com: A Dotcom Goes Global
Alcon Laboratories
Delissa in Japan
Make Yourself Heard: Ericsson's Global Brand Campaign
Table of Contents provided by Publisher. All Rights Reserved.

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