Global Marketing

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  • Edition: 3rd
  • Format: Paperback
  • Copyright: 2010-02-02
  • Publisher: Cengage Learning
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This concise text covers the essential concepts of global marketing with the aid of extensive real-life examples and cases. GLOBAL MARKETING offers balanced coverage of developed and developing markets, including insights into the often-overlooked markets of Africa, Latin America, and the Middle East. Written with the student in mind, the Third Edition features comprehensive coverage of current topics based on the authors' extensive research and consulting experience. 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

Introduction to Global Marketing
The Importance of Global Markets
The Development of Global Marketing
Why Study Global Marketing?
Understanding the Global Marketing Environment
The Global Economy
International Trade: An Overview
The Basic Theories of World Trade: Absolute, Comparative, and Competitive Advantage
Global Outsourcing
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 Globalization Controversy
Cultural and Social Forces
A Definition of Culture
The Family
Attitudes Toward Time
The Hofstede Measures of Culture
Language and Communication
Overcoming the Language Barrier
Adapting to Cultural Differences
Political and Regulatory Climate
Host Country Political Climate
Host Government Actions
Home Country Political Forces Legal Environments
National Regulatory Environments
Regulatory Change
Political Risk Global Marketing and Terrorism
Analyzingglobal Opportunities
Global Markets
Understanding Markets and Buyers
The Consumer Market
Business Markets
Government Markets
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
Global Marketing Research
The Scope of International Marketing Research
Challenges in Planning International Research
The Research Process
Utilizing Secondary Data
Analysis by Inference Collecting Primary Data
Studying the Competition
Outsourcing Research
Developing a Global Information System
Developing Global Participation Strategies
Global Market Participation
Internationalizing Marketing Operations
Evaluating National Markets
Geographic Market Choices
Country Selection
Global Market Entry Strategies
Exporting as an Entry Strategy
Foreign Production as an Entry Strategy
Ownership Strategies
Entering Markets Through Mergers and Acquisitions
Entry Strategy Selection and Configuration
Exit Strategies
Designing Global Marketing Programs
Global Product Strategies
Product Design in a Global Environment
Packaging and Labeling for Global Markets
Global Warranty and Service Policies
Managing a Global Product Line
Developing a Global Product
New Product Development Processes for Global Markets
Introducing New Products to Global Markets
Global Strategies for Services, Brands, and Social Marketing
Marketing Services Globally
Branding Decisions
Trademarks and Brand Protection
Social Marketing in the Global Context
Pricing for International and Global Markets
Profit and Cost Factors Affecting Pricing
Market Factors that Affect Pricing
Environmental Factors that Affect Pricing
Managerial Issues in Global Pricing
Managing Global Distribution Channels
The Structure of the Global Distribution System
Foreign Market Channel Members
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 Retailing
Global Promotion Strategies
Global Promotion Strategies
Personal Selling
Global Account Management
Selling to Businesses and Governments
Other Forms of Promotion
Public Relations
Managing Global Advertising
Global versus Local Advertising
Developing Global Campaigns
The Global-Local Decision Overcoming Language Barriers
Global Media Strategy
Organizing the Global Advertising Effort
Managing the Global Marketing Effort
Organizing for Global Marketing
Elements that Affect a Global Marketing Organization
Types of Organizational Structures Controlling the Global Organization
Conflict Between Headquarters and Subsidiaries
Considering a Global Marketing Career
Table of Contents provided by Publisher. All Rights Reserved.

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