Global Marketing 8e  - Keegan, Warren

Global Marketing 8e

Warren Keegan

Yayınevi: Pearson Education

ISBN: 9781292017389

Yazar : Mark Green

İngilizce | Büyük boy  | 

Tür: İşletme-Pazarlama

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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