Global Marketing Management
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Editura: Wiley
Limba: Engleza
Nr. pagini: 768
Coperta: Paperback
Dimensiuni: 20.32 x 3.05 x 25.4 cm
An aparitie: 2 Mar. 2021
DESCRIPTION
Global Marketing Management, 8th Edition combines academic rigor, contemporary relevance, and student-friendly readability to review how marketing managers can succeed in the increasingly competitive international business environment. This in-depth yet accessible textbook helps students understand state-of-the-art global marketing practices and recognize how marketing managers work across business functions to achieve overall corporate goals. The author provides relevant historical background and offers logical explanations of current trends based on information from marketing executives and academic researchers around the world.
Designed for students majoring in business, this thoroughly updated eighth edition both describes today's multilateral realities and explores the future of marketing in a global context. Building upon four main themes, the text discusses marketing management in light of the drastic changes the global economy has undergone, the explosive growth of information technology and e-commerce, the economic and political forces of globalization, and the various consequences of corporate action such as environmental pollution, substandard food safely, and unsafe work environments. Each chapter contains review and discussion questions to encourage classroom participation and strengthen student learning.
TABLE OF CONTENTS
1 Globalization Imperative 1
Why Global Marketing is Imperative 3
The Fluid Nature of Global Competition 7
Globalization of Markets: Convergence and Divergence 11
Evolution of Global Marketing 17
Summary 26
Key Terms 26
Review Questions 26
Discussion Questions 26
Further Reading 27
Appendix: Theories of International Trade and the Multinational Enterprise 28
Summary 34
Key Terms 34
2 Economic Environment 35
Intertwined World Economy 37
Country Competitiveness 42
Emerging Economies 44
Evolution of Cooperative Global Trade Agreements 47
Information Technology and the Changing Nature of Competition 54
Regional Economic Arrangements 57
Multinational Corporations 62
Summary 64
Key Terms 65
Review Questions 65
Discussion Questions 65
Further Reading 66
3 Financial Environment 68
Historical Role of the U.S. Dollar 69
Development of Today’s International Monetary System 70
Foreign Exchange and Foreign Exchange Rates 76
Balance of Payments 83
Economic and Financial Turmoil Around the World 88
Marketing in the Euro Area 95
Summary 101
Key Terms 102
Review Questions 102
Discussion Questions 103
Further Reading 103
4 Global Cultural Environment and Buying Behavior 104
Meaning of Culture 106
Elements of Culture 107
Cross‐Cultural Comparisons 120
Adapting to Cultures 128
Culture and the Marketing Mix 130
Summary 137
Key Terms 138
Review Questions 138
Discussion Questions 138
Further Reading 139
5 Political and Legal Environment 141
Political Environment—Individual Governments 142
Political Environment—Social Pressures and Political Risk 156
Terrorism and The World Economy 164
International Agreements 165
International Law and Local Legal Environment 171
Issues Transcending National Boundaries 176
Summary 192
Key Terms 192
Review Questions 193
Discussion Questions 193
Further Reading 195
6 Global Marketing Research 196
Research Problem Formulation 200
Secondary Global Marketing Research 201
Primary Global Marketing Research 206
Leveraging the Internet for Global Market Research Studies 214
Market Size Assessment 216
New Market Information Technologies 222
Managing Global Marketing Research 224
Summary 226
Key Terms 227
Review Questions 228
Discussion Questions 228
Further Reading 229
7 Global Segmentation and Positioning 230
Reasons for International Market Segmentation 231
International Market Segmentation Approaches 235
Segmentation Scenarios 236
Bases for International Market Segmentation 239
International Positioning Strategies 247
Global, Foreign, and Local Consumer Culture Positioning 253
Summary 256
Key Terms 256
Review Questions 256
Discussion Questions 256
Further Reading 257
Appendix 257
Regression 259
8 Global Marketing Strategies 261
Information Technology and Global Competition 262
Global Strategy 267
Global Marketing Strategy 279
R&D, Operations, and Marketing Interfaces 285
Regionalization of Global Marketing Strategy 290
Competitive Analysis 298
Summary 299
Key Terms 299
Review Questions 299
Discussion Questions 300
Further Reading 301
9 Global Market Entry Strategies 302
Country Selection 303
Scale of Entry 306
Choosing the Mode of Entry 307
Exporting 312
Licensing 314
Franchising 316
Expanding through Joint Ventures and Alliances 317
Wholly Owned Subsidiaries 324
Dynamics of Entry Strategies 329
Timing of Entry 330
Exit Strategies 333
Summary 336
Key Terms 337
Review Questions 337
Discussion Questions 337
Further Reading 339
Appendix A: Country Screening—Converting Raw Data into a 10‐Point Scale 339
Appendix B: Alternative Country Screening Procedure 340
Appendix C: Mode of Entry Choice—Three Theoretical Perspectives 341
10 Global Product Policy Decisions I: Developing New Products for Global Markets 342
Standardization versus Customization 344
Multinational Diffusion 349
Developing New Products in the Global Marketplace 353
Truly Global Product Development 363
Summary 364
Key Terms 365
Review Questions 365
Discussion Questions 365
Further Reading 366
Appendix A: Using Conjoint Analysis for Concept Testing in Global New Product Development 367
Appendix B: Back‐of‐the‐Envelope Calculations—Incremental Break‐Even Analysis (IBEA) 369
11 Global Product Policy Decisions II: Marketing Products and Services 371
Global Branding Strategies 373
Management of Multinational Product Lines 385
Product Piracy 390
Country‐of‐Origin (COO) Effects 394
Global Marketing of Services 400
Summary 403
Key Terms 403
Review Questions 403
Discussion Questions 404
Further Reading 405
12 Global Pricing 406
Drivers of Foreign Market Pricing 407
Managing Price Escalation 414
Pricing in Inflationary Environments 417
Global Pricing, Currency Fluctuations, and Tariffs 419
Transfer Pricing 423
Global Pricing and Antidumping Regulation 426
Price Coordination 427
Summary 432
Key Terms 432
Review Questions 432
Discussion Questions 433
Further Reading 433
13 Global Communication Strategies 434
Global Advertising and Culture 435
Setting the Global Advertising Budget 439
Creative Strategy 441
Global Media Decisions 448
Advertising Regulations 450
Choosing an Advertising Agency 454
Other Communication Platforms 456
Globally Integrated Marketing Communications (GIMC) 466
Summary 468
Key Terms 468
Review Questions 469
Discussion Questions 469
Further Reading 470
14 Sales Management 471
Market Entry Options and Salesforce Strategy 473
Cultural Considerations 477
Impact of Culture on Sales Management and Personal Selling Process 483
Cross‐Cultural Negotiations 490
Expatriates 495
Summary 502
Key Terms 502
Review Questions 502
Discussion Questions 503
Further Reading 504
15 Global Logistics and Distribution 505
Definition of Global Logistics 506
Managing Physical Distribution 509
Managing Sourcing Strategy 518
Free Trade Zones 528
International Distribution Channel 531
International Retailing 534
Summary 544
Key Terms 545
Review Questions 545
Discussion Questions 545
Further Reading 546
16 Export and Import Management 548
Organizing for Exports 549
Indirect Exporting 552
Direct Exporting 553
Mechanics of Exporting 554
Role of the Government in Promoting Exports 560
Managing Imports—The Other Side of the Coin 564
Mechanics of Importing 567
Gray Markets 569
Summary 578
Key Terms 578
Review Questions 579
Discussion Questions 579
Further Reading 580
17 Planning, Organization, and Control of Global Marketing Operations 581
Global Strategic Marketing Planning 582
Key Criteria in Global Organizational Design 583
Organizational Design Options 585
Organizing for Global Brand Management 594
Life Cycle of Organizational Structures 595
Control of Global Marketing Efforts 597
Summary 600
Key Terms 601
Review Questions 602
Discussion Questions 602
Further Reading 602
18 Marketing Strategies for Emerging Markets 603
Emerging Markets 604
Competing with the New Champions 608
Entry Strategies for Emerging Markets 617
Product Policy 619
Pricing Strategy 623
The Distribution Challenge 624
Communication Strategies for Emerging Markets 627
Summary 629
Key Terms 630
Review Questions 630
Discussion Questions 630
Further Reading 631
19 Global Marketing and the Internet 632
Barriers to Global Internet Marketing 633
Global Internet Consumers 640
Globally Integrated versus Locally Responsive Internet Marketing Strategies 641
The Internet and Global Product Policy 644
Global Pricing and the Web 647
Global Distribution Strategies and the Internet 649
The Role of the Internet for Global Communication Strategies 652
Summary 657
Key Terms 658
Review Questions 658
Discussion Questions 658
Further Reading 659
20 Sustainable Marketing in the Global Marketplace 660
Global Corporate Citizenship 661
Major Areas of CSR 663
The Case for Sustainability 671
Challenges for Sustainability Strategies 673
Sustainable Marketing and Global Consumers 677
Developing and Implementing a Sustainable Strategy 679
Global Stakeholder Engagement Programs 685
Sustainable Marketing Mix Policy for the Global Marketplace 687
Crisis Management and Consumer Boycotts 693
Summary 697
Key Terms 697
Review Questions 697
Discussion Questions 697
Further Reading 698
Subject Index I-1
Name Index I-19
Company Index I-27
NEW TO THIS EDITION
· Extensively updated contemporary examples and in-depth case studies
· Coverage of current anti-global trends including Brexit, U.S. trade policies, the potential deceleration of the Chinese economy, and instabilities in the Middle East
· Discussions of major environmental and ethical issues, such as climate change and the use of child labor in the global supply chain
· Chapters on new emerging markets, internet marketing, and corporate social responsibility have been expanded
FEATURES
· Presents diverse perspectives on global marketing strategies in different industries and geographic locations
· Provides numerous case studies of current real-world marketing strategies and practices
· Discusses a broad range of marketing-related concepts and tools used by actual companies
· Features chapter overviews and summaries, definitions of key terms, and numerous tables, flowcharts, and illustrations
· Includes an instructor companion website containing downloadable case studies and supplementary resources
| An aparitie | 2 Mar. 2021 |
| Autor | Masaaki Kotabe , Kristiaan Helsen |
| Dimensiuni | 20.32 x 3.05 x 25.4 cm |
| Editura | Wiley |
| Format | Paperback |
| ISBN | 9781119563112 |
| Limba | Engleza |
| Nr pag | 768 |
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