Global Marketing
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Book 1
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Book 1
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Global Marketing

Global Marketing


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About the Book

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.      

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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Product Details
  • ISBN-13: 9780133545005
  • Publisher: Pearson Education (US)
  • Publisher Imprint: Pearson
  • Height: 276 mm
  • No of Pages: 608
  • Width: 216 mm
  • ISBN-10: 0133545008
  • Publisher Date: 01 May 2014
  • Binding: Paperback
  • Language: English
  • Weight: 1130 gr


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