- ホーム
- > 洋書
- > 英文書
- > Business / Economics
Full Description
Hailing from America, Europe and the Middle East, the authors of Global Marketing provide a truly international and comparative perspective to the study of marketing. Examples are provided from across the continents encompassing small and medium enterprises (SMEs). In addition, well-researched multinational companies are explored and give justice to the breadth and depth of this field. Cases on well-known companies, such as Disney, Starbucks, Wal-Mart, Archer Daniels Midland (ADM), and Corona are supplemented by cases on lesser-known and smaller companies from emerging markets, such as Proton Car from Malaysia and San Lu from China. In addition to short, end of chapter cases that can be used in classroom discussion, the book also boasts longer, end of book cases which require integration of multiple chapters and synthesis of knowledge to identify and solve international marketing problems.
Contents
Part 1Markets and MarketingChapter 2Assessing the Global Marketing Environment-The Global Economy and TechnologyChapter 3 Evaluating Cultural and Social EnvironmentsChapter 4Analyzing Political and Legal EnvironmentsChapter 5Integrating Global, Regional, and National MarketsPart 2: Global Marketing Functions and Strategies Chapter 6Conducting Marketing Research Chapter 7Selecting International MarketsChapter 8Entering Global MarketsChapter 9 Segmenting, Targeting And Positioning For Global MarketsPart 3: The Four Ps of Global Marketing Chapter 10Developing Global Products and Brands Chapter 11Setting Global PricesChapter 12Building Global Distribution and PlacementChapter 13 Launching Global Communication and AdvertisingPart 4: New Trends in Global Marketing Chapter 14 Using Social Media For Global MarketingChapter 15 Designing And Controlling Global Marketing SystemsChapter 16 Defining Ethics And Corporate Social Responsibility In The International MarketplacePart 5: Comprehensive Global Marketing CasesPart 1: Global Marketing Environments Case P1-1International Marketing at Marks & Spencer: A UK RetailerCase P1-2MacEwan Goes Global: Internationalization at a Canadian School of BusinessCase P1-3Estimating Demand in Emerging Markets for Kodak Express (c)Part 2: Global Marketing Functions and Strategies Case P2-1Ruth's Chris: The High Stakes of International ExpansionCase P2-2A Speed Race: Benelli and QJ Compete in the International Motorbike ArenaCase P2-3Riviera Radio (RR): Developing a Market in a Highly Diverse CommunityPart 3: The Four Ps of Global Marketing Case P3-1Master International Franchising in China: The Athlete's Foot, Inc. (A)Case P3-2San Francisco Coffee House: An American Style Franchise in CroatiaCase P3-3Euro DisneyPart 4: New Trends in Global MarketingCase P4-1Mobile Language Learning: Praxis Makes Perfect In ChinaCase P4-2Birzeit Pharmaceutical Company: Marketing from PalestineCase P4-3Social Entrepreneurship and Sustainable Farming in Indonesia
