Global Marketing / Edition 8

Global Marketing / Edition 8

by Warren J. Keegan, Mark C. Green
     
 

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ISBN-10: 0133545008

ISBN-13: 9780133545005

Pub. Date: 01/03/2014

Publisher: Pearson

For undergraduate and graduate global marketing courses.

The excitement, challenges, and controversies of global marketing.

Global Marketing reflects current issues and events while offering conceptual and analytical tools that will help students apply the 4Ps to global marketing.

MyMarketingLab for Global Marketingis a total

Overview

For undergraduate and graduate global marketing courses.

The excitement, challenges, and controversies of global marketing.

Global Marketing reflects current issues and events while offering conceptual and analytical tools that will help students apply the 4Ps to global marketing.

MyMarketingLab for Global Marketingis a total learning package. MyMarketingLab is an online homework, tutorial, and assessment program that truly engages students in learning. It helps students better prepare for class, quizzes, and exams—resulting in better performance in the course—and provides educators a dynamic set of tools for gauging individual and class progress.

This program will provide a better teaching and learning experience—for you and your students. Here’s how:

  • Improve Results with MyMarketingLab: MyMarketingtLab delivers proven results in helping students succeed and provides engaging experiences that personalize learning.
  • Bring Global Marketing to Life with Real-World Examples: The cases in this text were written to encourage student interest and learning, stimulate class discussion, and enhance the classroom experience for students and instructors.
  • Highlight Key Emerging Markets: Continued expanded coverage on the growing impact of emerging nations.

Note: You are purchasing a standalone product; MyMarketingLab does not come packaged with this content. If you would like to purchase both the physical text and MyMarketingLab search for ISBN-10: 0133472221/ISBN-13: 9780133472226. That package includes ISBN-10: 0133545008/ISBN-13: 9780133545005 and ISBN-10: 0133576353/ISBN-13: 9780133576351.

MyMarketingLab is not a self-paced technology and should only be purchased when required by an instructor.

Product Details

ISBN-13:
9780133545005
Publisher:
Pearson
Publication date:
01/03/2014
Pages:
586
Sales rank:
330,979
Product dimensions:
8.50(w) x 10.70(h) x 0.90(d)

Table of Contents

Part I. Introduction

Chapter 1. Introduction to Global Marketing

Case 1-1. The Global Marketplace Is Also Local

Case 1-1. The Global Marketplace (continued)

Case 1-2. McDonald’s Expands Globally While Adjusting Its Local Recipe

Case 1-3. Apple versus Samsung: The Battle for Smartphone Supremacy Heats Up

Part II. The Global Marketing Environment

Chapter 2. The Global Economic Environment

Case 2-1. A New Front in the Battle of Ideas

Case 2-1. A New Front in the Battle of Ideas (continued)

Case 2-2. Argentina Uncorks Malbec; World Ready for a Glass

Chapter 3. The Global Trade Environment

Case 3-1. Global Trading Partners Look East and West for Economic Growth

Case 3-1. Will New Trade Partnerships Fuel East-West Growth? (continued)

Case 3-2. Will the Euro Survive? The Euro Zone Fights for Its Life

Chapter 4. Social and Cultural Environments

Case 4-1. Will Tourism Ruin Venice?

Case 4-1. Is Tourism the Savior or the Scourge of Venice? (continued)

Case 4-2. Soccer and the Fashion World

Chapter 5. The Political, Legal, and Regulatory Environments

Case 5-1. Mr. President–Free Pussy Riot!

Case 5-1. Mr. President–Free Pussy Riot! (continued)

Case 5-2. America’s Cuban Conundrum

Case 5-3. Gambling Goes Global on the Internet

Part III. Approaching Global Markets

Chapter 6. Global Information Systems and Market Research

Case 6-1. Market Research Keeps Coach at the Cutting Edge of Fashion

Case 6-1. Market Research Keeps Coach at the Cutting Edge of Fashion (continued)

Case 6-2. Research Helps Whirlpool Keep Its Cool at Home, Act Local in Emerging Markets

Chapter 7. Segmentation, Targeting, and Positioning

Case 7-1. Global Companies Target Low-Income Consumers (A)

Case 7-1. Global Companies Target Low-Income Consumers (A) (continued)

Case 7-2. Cosmetics Giants Segment the Global Cosmetics Market

Chapter 8. Importing, Exporting, and Sourcing

Case 8-1. Can the United States Double Its Exports by 2015?

Case 8-1. Increasing U.S. Exports (continued)

Case 8-2. Asian Shoe Exports to Europe

Case 8-3. A Day in the Life of an Export Coordinator

Chapter 9. Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances

Case 9-1. Starbucks Expands Abroad

Case 9-1. Starbucks’ Global Expansion (continued)

Case 9-2. Jaguar’s Passage to India

Part IV. The Global Marketing Mix

Chapter 10. Brand and Product Decisions in Global Marketing

Case 10-1. Suzlon Energy

Case 10-1. Suzlon Energy (continued)

Case 10-2. The Smart Car

Chapter 11. Pricing Decisions

Case 11-1. Global Companies Target Low-Income Consumers (B)

Case 11-1. Global Companies Target Low-Income Consumers (B) (continued)

Case 11-2. LVMH and Luxury Goods Marketing

Case 11-3. One Laptop Per Child

Chapter 12. Global Marketing Channels and Physical Distribution

Case 12-1. Walmart’s Adventures in India

Case 12-1. Can Walmart Crack the Retail Code in India? (continued)

Case 12-2. Fail! Tesco Strikes Out in the United States

Chapter 13. Global Marketing Communications Decisions I: Advertising and Public Relations

Case 13-1. The Gulf Oil Spill: BP’s Public Relations Nightmare

Case 13-1. The BP Oil Spill (continued)

Case 13-2. Scotch Whisky in China: A Taste of the Good Life

Chapter 14. Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication

Case 14-1. Red Bull

Case 14-1. Red Bull (continued)

Case 14-2. Marketing an Industrial Product in Latin America

Chapter 15. Global Marketing and the Digital Revolution

Case 15-1. Africa 3.0

Case 15-1. Africa 3.0 (continued)

Case 15-2. Global Marketers Discover Social Media

Part V. Strategy and Leadership in the Twenty-First Century 488

Chapter 16. Strategic Elements of Competitive Advantage

Case 16-1. Volkswagen Aims for the Top

Case 16-1. Volkswagen (continued)

Case 16-2. IKEA

Case 16-3. LEGO

Chapter 17. Leadership, Organization, and Corporate Social Responsibility

Case 17-1. A Changing of the Guard at Unilever

Case 17-1. Unilever (continued)

Glossary

Author/Name Index

Subject/Organization Index

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