Global Marketing Contemporary Theory, Practice, and Cases

by Alon, Ilan; Jaffe, Eugene

• ISBN13: 9780078029271
• ISBN10: 0078029279
• Edition: 1st
• Format: Paperback
• Copyright: 2012-02-07
• Publisher: McGraw-Hill/Irwin

Summary

Hailing from America, Europe and the Middle East, the authors of Global Marketingprovide a truly international and comparative perspective to the study of marketing. Examples are provided from across the continents encompassing small and medium enterprises (SMEs). In addition, well-researched multinational companies are explored and give justice to the breadth and depth of this field. Cases on well-known companies, such as Disney, Starbucks, Wal-Mart, Archer Daniels Midland (ADM), and Corona are supplemented by cases on lesser-known and smaller companies from emerging markets, such as Proton Car from Malaysia and San Lu from China. In addition to short, end of chapter cases that can be used in classroom discussion, the book also boasts longer, end of book cases which require integration of multiple chapters and synthesis of knowledge to identify and solve international marketing problems.

Table of Contents

Part 1: Global Marketing Environments

Chapter 1 Understanding Global Markets and Marketing

Chapter 2 Assessing the Global Marketing Environment-The Global Economy and Technology

Chapter 3 Evaluating Cultural and Social Environments

Chapter 4 Analyzing Political and Legal Environments

Chapter 5 Integrating Global, Regional, and National Markets

Part 2: Global Marketing Functions and Strategies

Chapter 6 Conducting Marketing Research

Chapter 7 Selecting International Markets

Chapter 8 Entering Global Markets

Chapter 9 Segmenting, Targeting And Positioning For Global Markets

Part 3: The Four Ps of Global Marketing

Chapter 10 Developing Global Products and Brands

Chapter 11 Setting Global Prices

Chapter 12 Building Global Distribution and Placement

Chapter 13 Launching Global Communication and Advertising

Part 4: New Trends in Global Marketing

Chapter 14 Using Social Media For Global Marketing

Chapter 15 Designing And Controlling Global Marketing Systems

Chapter 16 Defining Ethics And Corporate Social Responsibility In The International Marketplace

Part 5: Comprehensive Global Marketing Cases

Part 1: Global Marketing Environments

Case P1-1 International Marketing at Marks & Spencer: A UK Retailer

Case P1-2 MacEwan Goes Global: Internationalization at a Canadian School of Business

Case P1-3 Estimating Demand in Emerging Markets for Kodak Express ©

Part 2: Global Marketing Functions and Strategies

Case P2-1 Ruth’s Chris: The High Stakes of International Expansion

Case P2-2 A Speed Race: Benelli and QJ Compete in the International Motorbike Arena

Case P2-3 Riviera Radio (RR): Developing a Market in a Highly Diverse Community

Part 3: The Four Ps of Global Marketing

Case P3-1 Master International Franchising in China: The Athlete's Foot, Inc. (A)

Case P3-2 San Francisco Coffee House: An American Style Franchise in Croatia

Case P3-3 Euro Disney

Part 4: New Trends in Global Marketing

Case P4-1 Mobile Language Learning: Praxis Makes Perfect In China

Case P4-2 Birzeit Pharmaceutical Company: Marketing from Palestine

Case P4-3 Social Entrepreneurship and Sustainable Farming in Indonesia