Global Marketing

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  • Edition: 5th
  • Format: Paperback
  • Copyright: 2008-01-01
  • Publisher: Prentice Hall
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KEY BENEFIT: The new edition of the popular Global Marketing draws students into the excitement, challenges, and controversies of global marketing. The paperback, two-color format gives readers the flexibility to choose a book that is economical as well as interesting. KEY TOPICS: Each chapter features vignettes and discussion cases featuring high-profile, real-world companies and products; examples from the trade press to illustrate key terms and issues; topical and timely boxed features; and concise summaries of the latest research findings published in scholarly journals. MARKET: For those entering the global job market, especially helpful for hirees of import/export departments.

Table of Contents

Introduction to Global Marketing
McDonald's Expands Globally While Adjusting Its Local Recipe
Acer Inc
The Global Marketing Environment
The Global Economic Environment
Vietnam's Market Potential
Is Chinas Currency Too Strong?
The Global Trade Environment
The Free Trade Area of the Americas
Social and Cultural Environments
Fair Trade Coffee: Ethics, Religion and Sustainable Production
Barbie: The American Girl Goes Global
The Political, Legal, and Regulatory Environments of Global Marketing shy
Americas Cuba Conundrum
Genetically Modified Organisms
Approaching Global Markets
Global Information Systems and Market Research
Research Helps Whirlpool Act Local in a Global Market
Segmentation, Targeting, and Positioning
Carmakers Target Gen Y
The Youth of the World Proclaim We Want Our MTV
Importing, Exporting, and Sourcing
Concerns about Factory Safety and Worker Exploitation in Developing Countries
U.S. Sugar SubsidiesToo Sweet a Deal?
Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances
Ford Bets Billions on Jaguar
SABMiller in China
The Global Marketing Mix
Product and Brand Decisions
The Video Console Wars
The Smart Car
Pricing Decisions
LVMH and Luxury Goods Marketing
Global Marketing Channels and Physical Distribution
Carrefour Expands Abroad
The Future of Radio Frequency Identification
Global Marketing Communications Decisions I: Advertising and Public Relations
Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, Special Forms of Marketing Communication
Marketing an Industrial Product in Latin America
Strategy and Leadership in the 21st Century
Strategic Elements of Competitive Advantage
Kodak in the Twenty First Century: The Search for New Sources of Competitive Advantage
Leading, Organizing, and Controlling the Global Marketing Effort
A Marketer Takes the Wheel at Volkswagen AG
Boeing Versus Airbus: A Battle for the Skies
The Digital Revolution and the Global E-Marketplace
eBay in Asia
Blackberry in Japan OR
Apple and the Digital Rights Management Controversy
Table of Contents provided by Publisher. All Rights Reserved.

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