Global Marketing

by Keegan, Warren J.; Green, Mark

• ISBN13: 9780131754348
• ISBN10: 0131754343
• Edition: 5th
• Format: Paperback
• Copyright: 2008-01-01
• Publisher: Prentice Hall

Summary

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

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

Adidas-Solomon

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

Lego

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.