Global Marketing, Global Edition

Höfundar: Warren J. Keegan; Mark C. Green (Útgáfa: 11)
Global Marketing, Global Edition

Kaup valmöguleikar

For global marketing courses. Three decades of success preparing global marketers Global Marketing offers a compelling, authoritative narrative on marketing in the era of globalization. The authors take an environmental and strategic approach focused on the major dimensions of global business. Analytical tools equip students for professional applications of the 4Ps: product, price, place and promotion.

Nánar um bókina

Útgefandi
Pearson International Content
ISBN
9781292482750
Print ISBN
9781292750590
Format
ePub
Útgáfa
11
Höfundar
Warren J. Keegan; Mark C. Green
Tungumál
English
Útgefið
2025-09-30
Prent takmörkun á líftíma
100
Prent takmörkun
2
Afritunar takmörkun
2

Kaflar

  • Cover
  • Cover
  • Front Matter
  • Title Page
  • Copyright Page
  • Dedication
  • Preface
  • Acknowledgments
  • PART 1: INTRODUCTION
  • PART 1: INTRODUCTION
  • 1: Introduction to Global Marketing
  • Introduction: Introduction to Global Marketing
  • 1.1: Introduction and Overview
  • 1.2: Principles of Marketing: A Review
  • 1.3: Global Marketing: What It Is and What It Isn’t
  • 1.4: The Importance of Global Marketing
  • 1.5: Management Orientations
  • 1.6: Forces Affecting Global Integration and Global Marketing
  • Outline of This Book
  • Summary: Introduction to Global Marketing
  • PART 2: THE GLOBAL MARKETING ENVIRONMENT
  • PART 2: THE GLOBAL MARKETING ENVIRONMENT
  • 2: The Global Economic Environment
  • Introduction: The Global Economic Environment
  • 2.1: The World Economy—Overview of Major Changes
  • 2.2: Economic Systems
  • 2.3: Stages of Market Development
  • 2.4: Balance of Payments
  • 2.5: Trade in Merchandise and Services
  • Summary: The Global Economic Environment
  • 3: The Global Trade Environment
  • Introduction: The Global Trade Environment
  • 3.1: The World Trade Organization and GATT
  • 3.2: Preferential Trade Agreements
  • 3.3: North America
  • 3.4: Latin America: SICA, Andean Community, Mercosur, and Caricom
  • 3.5: Asia-Pacific: The Association of Southeast Asian Nations
  • 3.6: Western, Central, and Eastern Europe
  • 3.7: The Middle East
  • 3.8: Africa
  • Summary: The Global Trade Environment
  • 4: Social and Cultural Environments
  • Introduction: Social and Cultural Environments
  • 4.1: Society, Culture, and Global Consumer Culture
  • 4.2: High- and Low-Context Cultures
  • 4.3: Hofstede’s Cultural Typology
  • 4.4: The Self-Reference Criterion and Perception
  • 4.5: Diffusion Theory
  • 4.6: Marketing Implications of Social and Cultural Environments
  • Summary: Social and Cultural Environments
  • 5: The Political, Legal, and Regulatory Environments
  • Introduction: The Political, Legal and Regulatory Environments
  • 5.1: The Political Environment
  • 5.2: International Law
  • 5.3: Sidestepping Legal Problems: Important Business Issues
  • 5.4: Conflict Resolution, Dispute Settlement, and Litigation
  • 5.5: The Regulatory Environment
  • Summary: The Political, Legal and Regulatory Environments
  • PART 3: APPROACHING GLOBAL MARKETS
  • PART 3: APPROACHING GLOBAL MARKETS
  • 6: Global Information Systems and Market Research
  • Introduction: Global Information Systems and Market Research
  • 6.1: Information Technology, Management Information Systems, and Big Data for Global Marketing
  • 6.2: Sources of Market Information
  • 6.3: Formal Market Research
  • 6.4: Headquarters’ Control of Market Research
  • 6.5: The Marketing Information System as a Strategic Asset
  • Summary: Global Information Systems and Market Research
  • 7: Segmentation, Targeting, and Positioning
  • Introduction: Segmentation, Targeting, and Positioning
  • 7.1: Global Market Segmentation
  • 7.2: Assessing Market Potential and Choosing Target Markets or Segments
  • 7.3: Product–Market Decisions
  • 7.4: Targeting and Target Market Strategy Options
  • 7.5: Positioning
  • Summary: Segmentation, Targeting, and Positioning
  • 8: Importing, Exporting, and Sourcing
  • Introduction: Importing, Exporting, and Sourcing
  • 8.1: Export Selling and Export Marketing: A Comparison
  • 8.2: Organizational Export Activities
  • 8.3: National Policies Governing Exports and Imports
  • 8.4: Tariff Systems
  • 8.5: Key Export Participants
  • 8.6: Organizing for Exporting in the Manufacturer’s Country
  • 8.7: Organizing for Exporting in the Market Country
  • 8.8: Trade Financing and Methods of Payment
  • 8.9: Sourcing
  • Summary: Importing, Exporting, and Sourcing
  • 9: Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances
  • Introduction: Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances
  • 9.1: Licensing
  • 9.2: Investment
  • 9.3: Global Strategic Partnerships
  • 9.4: International Partnerships in Developing Countries
  • 9.5: Cooperative Strategies in Asia
  • 9.6: Twenty-First-Century Cooperative Strategies
  • 9.7: Market Expansion Strategies
  • Summary: Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances
  • PART 4: THE GLOBAL MARKETING MIX
  • PART 4: THE GLOBAL MARKETING MIX
  • 10: Brand and Product Decisions in Global Marketing
  • Introduction: Brand and Product Decisions in Global Marketing
  • 10.1: Basic Product Concepts
  • 10.2: Basic Branding Concepts
  • 10.3: A Needs-Based Approach to Product Planning
  • 10.4: “Country of Origin” as a Brand Element
  • 10.5: Extend, Adapt, Create: Strategic Alternatives in Global Marketing
  • 10.6: New Products in Global Marketing
  • Summary: Brand and Product Decisions in Global Marketing
  • 11: Pricing Decisions
  • Introduction: Pricing Decisions
  • 11.1: Basic Pricing Concepts
  • 11.2: Global Pricing Objectives and Strategies
  • 11.3: Incoterms
  • 11.4: Environmental Influences on Pricing Decisions
  • 11.5: Global Pricing: Three Policy Alternatives
  • 11.6: Gray Market Goods
  • 11.7: Dumping
  • 11.8: Price Fixing
  • 11.9: Transfer Pricing
  • 11.10: Countertrade
  • Summary: Pricing Decisions
  • 12: Global Marketing Channels and Physical Distribution
  • Introduction: Global Marketing Channels and Physical Distribution
  • 12.1: Distribution Channels: Objectives, Terminology, and Structure
  • 12.2: Establishing Channels and Working With Channel Intermediaries
  • 12.3: Global Retailing
  • 12.4: Physical Distribution, Supply Chains, and Logistics Management
  • Summary: Global Marketing Channels and Physical Distribution
  • 13: Global Marketing Communications Decisions I Advertising and Public Relations
  • Introduction: Global Marketing Communications Decisions I Advertising and Public Relations
  • 13.1: Global Advertising
  • 13.2: Advertising Agencies: Organizations and Brands
  • 13.3: Creating Global Advertising
  • 13.4: Global Media Decisions
  • 13.5: Public Relations and Publicity
  • Summary: Global Marketing Communications Decisions I Advertising and Public Relations
  • 14: Global Marketing Communications Decisions II Sales Promotion, Personal Selling, and Special Forms of Marketing Communication
  • Introduction: Global Marketing Communications Decisions II Sales Promotion, Personal Selling, and Special Forms of Marketing Communication
  • 14.1: Sales Promotion
  • 14.2: Personal Selling
  • 14.3: Sales Force Nationality
  • 14.4: Special Forms of Marketing Communications: Direct Marketing
  • 14.5: Special Forms of Marketing Communications: Support Media, Sponsorship, and Product Placement
  • Summary: Global Marketing Communications Decisions II Sales Promotion, Personal Selling, and Special Forms of Marketing Communication
  • 15: Global Marketing and the Digital Revolution
  • Introduction: Global Marketing and the Digital Revolution
  • 15.1: The Digital Revolution: A Brief History
  • 15.2: Convergence
  • 15.3: Value Networks and Disruptive Technologies
  • 15.4: Global E-Commerce
  • 15.5: Web Site Design and Implementation
  • 15.6: New Products and Services
  • Summary: Global Marketing and the Digital Revolution
  • PART 5: STRATEGY AND LEADERSHIP IN THE TWENTY-FIRST CENTURY
  • PART 5: STRATEGY AND LEADERSHIP IN THE TWENTY-FIRST CENTURY
  • 16: Strategic Elements of Competitive Advantage
  • Introduction: Strategic Elements of Competitive Advantage
  • 16.1: Industry Analysis: Forces Influencing Competition
  • 16.2: Competitive Advantage
  • 16.3: Global Competition and National Competitive Advantage
  • 16.4: Current Issues in Competitive Advantage
  • Summary: Strategic Elements of Competitive Advantage
  • 17: Leadership, Organization, and Corporate Social Responsibility
  • Introduction: Leadership, Organization, and Corporate Social Responsibility
  • 17.1: Leadership
  • 17.2: Organizing for Global Marketing
  • 17.3: Lean Production: Organizing the Japanese Way
  • 17.4: Ethics, Corporate Social Responsibility, and Social Responsiveness in the Globalization Era
  • Summary: Leadership, Organization, and Corporate Social Responsibility
  • Additional Glossary Terms
  • Additional Glossary Terms
  • Glossary