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Written for an undergraduate audience, but also successfully used in post-graduate courses, 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.
Kate Gillespie teaches at the University of Texas, Austin. She received her BA from Harvard University, her MBA from the University of Virginia, and her PhD from the London Business School. Her research interests include international marketing, international business-government relations, and business in developing countries. Kate is a frequent journal contributor.
H. David Hennessey is Associate Professor of Marketing at Babson College and an associate of Ashridge Management College in Berkhamsted, England. He received his MBA from Clark University and his PhD from New York University. His research interests include information technology in sales and marketing and the development of global marketing strategies. Dr. Hennessey has held marketing positions in several companies and has consulted for AT&T, ICI, Compaq, Phillips, EG&G, BBD, and Ansell Edmont. In addition to his teaching experience in Latin America, Europe, and Japan, he is the faculty director of the School of Executive Education's International Managers Program. Dr. Hennessey has tailored programs for DEC and Pitney Bowes.
1. Introduction to Global Marketing. The Importance of Global Markets. The Development of Global Marketing. Why Study Global Marketing? Part I: UNDERSTANDING THE GLOBAL MARKETING ENVIRONMENT. 2. 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. 3. Cultural and Social Forces. A Definition of Culture. Religion. The Family. Education. Attitudes Toward Time. The Hofstede Measures of Culture. Language and Communication. Overcoming the Language Barrier. Adapting to Cultural Differences. 4. 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. Part II: ANALYZINGGLOBAL OPPORTUNITIES. 5. Global Markets. Understanding Markets and Buyers. The Consumer Market. Business Markets. Government Markets. 6. 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. 7. 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. Part III: DEVELOPING GLOBAL PARTICIPATION STRATEGIES. 8. Global Market Participation. Internationalizing Marketing Operations. Evaluating National Markets. Geographic Market Choices. Country Selection. 9. 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. Part IV: Designing Global Marketing Programs. 10. 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. 11. Global Strategies for Services, Brands, and Social Marketing. Marketing Services Globally. Branding Decisions. Trademarks and Brand Protection. Social Marketing in the Global Context. 12. 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. 13. 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. Smuggling. 14. Global Promotion Strategies. Global Promotion Strategies. Personal Selling. Global Account Management. Selling to Businesses and Governments. Other Forms of Promotion. Public Relations. 15. 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. Part V: MANAGING THE GLOBAL MARKETING EFFORT. 16. 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.