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Warren J. Keegan, Pace University Mark C. Green
©2015 • Prentice Hall • 608 pp • PDF • 44MB
Published 01/07/2014
For undergraduate and graduate courses in global marketing
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.
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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