Global Marketing
Contemporary Theory, Practice, and Cases
Published on 16. March 2012
Book
Paperback/Softback
624 pages
978-0-07-802927-1 (ISBN)
Description
Hailing from America, Europe and the Middle East, the authors of Global Marketing provide 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.
More details
Language
English
Place of publication
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Dimensions
Height: 254 mm
Width: 236 mm
Thickness: 23 mm
Weight
1059 gr
ISBN-13
978-0-07-802927-1 (9780078029271)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Content
Part 1: Global Marketing EnvironmentsChapter 1Understanding Global Markets and MarketingChapter 2Assessing the Global Marketing Environment-The Global Economy and TechnologyChapter 3 Evaluating Cultural and Social EnvironmentsChapter 4Analyzing Political and Legal EnvironmentsChapter 5Integrating Global, Regional, and National Markets
Part 2: Global Marketing Functions and Strategies Chapter 6Conducting Marketing Research Chapter 7Selecting International MarketsChapter 8Entering Global MarketsChapter 9 Segmenting, Targeting And Positioning For Global Markets
Part 3: The Four Ps of Global Marketing Chapter 10Developing Global Products and Brands Chapter 11Setting Global PricesChapter 12Building Global Distribution and PlacementChapter 13 Launching Global Communication and Advertising
Part 4: New Trends in Global Marketing Chapter 14 Using Social Media For Global MarketingChapter 15 Designing And Controlling Global Marketing SystemsChapter 16 Defining Ethics And Corporate Social Responsibility In The International Marketplace
Part 5: Comprehensive Global Marketing CasesPart 1: Global Marketing Environments Case P1-1International Marketing at Marks & Spencer: A UK RetailerCase P1-2MacEwan Goes Global: Internationalization at a Canadian School of BusinessCase P1-3Estimating Demand in Emerging Markets for Kodak Express (c)Part 2: Global Marketing Functions and Strategies Case P2-1Ruth's Chris: The High Stakes of International ExpansionCase P2-2A Speed Race: Benelli and QJ Compete in the International Motorbike ArenaCase P2-3Riviera Radio (RR): Developing a Market in a Highly Diverse Community
Part 3: The Four Ps of Global Marketing Case P3-1Master International Franchising in China: The Athlete's Foot, Inc. (A)Case P3-2San Francisco Coffee House: An American Style Franchise in CroatiaCase P3-3Euro Disney
Part 4: New Trends in Global MarketingCase P4-1Mobile Language Learning: Praxis Makes Perfect In ChinaCase P4-2Birzeit Pharmaceutical Company: Marketing from PalestineCase P4-3Social Entrepreneurship and Sustainable Farming in Indonesia
Part 2: Global Marketing Functions and Strategies Chapter 6Conducting Marketing Research Chapter 7Selecting International MarketsChapter 8Entering Global MarketsChapter 9 Segmenting, Targeting And Positioning For Global Markets
Part 3: The Four Ps of Global Marketing Chapter 10Developing Global Products and Brands Chapter 11Setting Global PricesChapter 12Building Global Distribution and PlacementChapter 13 Launching Global Communication and Advertising
Part 4: New Trends in Global Marketing Chapter 14 Using Social Media For Global MarketingChapter 15 Designing And Controlling Global Marketing SystemsChapter 16 Defining Ethics And Corporate Social Responsibility In The International Marketplace
Part 5: Comprehensive Global Marketing CasesPart 1: Global Marketing Environments Case P1-1International Marketing at Marks & Spencer: A UK RetailerCase P1-2MacEwan Goes Global: Internationalization at a Canadian School of BusinessCase P1-3Estimating Demand in Emerging Markets for Kodak Express (c)Part 2: Global Marketing Functions and Strategies Case P2-1Ruth's Chris: The High Stakes of International ExpansionCase P2-2A Speed Race: Benelli and QJ Compete in the International Motorbike ArenaCase P2-3Riviera Radio (RR): Developing a Market in a Highly Diverse Community
Part 3: The Four Ps of Global Marketing Case P3-1Master International Franchising in China: The Athlete's Foot, Inc. (A)Case P3-2San Francisco Coffee House: An American Style Franchise in CroatiaCase P3-3Euro Disney
Part 4: New Trends in Global MarketingCase P4-1Mobile Language Learning: Praxis Makes Perfect In ChinaCase P4-2Birzeit Pharmaceutical Company: Marketing from PalestineCase P4-3Social Entrepreneurship and Sustainable Farming in Indonesia