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Full Description
The concepts, strategic frameworks, and cases in Globalization of Consumer Markets provide managers of global firms with new ideas for growth and keep them current with state-of-the-art global marketing strategies and management tools. With an increased understanding of the structure of today's consumer markets, readers will find they have the key to success and survival in the global marketplace.The contributing authors present managerially oriented chapters, each of which is based on research or practical experience. These are designed to advance the reader's knowledge of the globalizing consumer market. Focused around structure--how consumer markets on a global scale are being shaped--and strategy--successful methods necessary to global competitive marketing and how these strategies work--are the two main themes around which the book is organized.To further enable marketing professionals'success in the global marketplace, Globalization of Consumer Markets details actual strategies, action programs for competitive management, and exemplary cases. There are new ideas from expert marketers on opportunities for growth in the global marketplace and, most importantly, state-of-the-art marketing strategies and management tools. For professional marketers, this book is a must for prosperity in marketing consumer products and services on a global level.This is an ideal book for professional education in marketing of consumer products and services on a global level. Professionals will find a progression of chapters taking them through degree of globalization; market behavior and development; standardization of marketing programs and processes; managerial implications; and extensive references for further study.
Contents
Contents
Section I: Introduction
Market Globalization: An Introduction
The Globalizing Consumer Markets: Issues and Concepts
Section II: Degree of Globalization
The Globalization of the U.S. Economy: Consumer Market Implications
Global Market Segmentation: Strategies and Trends
International Product Rollout: A Country Cluster Approach
Section III: Market Behavior and Development
The Processes Behind the Country of Origin Effect
The Impact of Modernization on Consumer Innovativeness in a Developing Market
Consumer Involvement in Services: An International Evaluation
Conceptualization of India's Emerging Rural Consuming Systems
Section IV: Standardization of Marketing Programs and Process
Consumer Nondurable Products: Prospects for Global Advertising
Are Global Markets With Standardized Advertising Campaigns Feasible?
Winning the Global Advertising Race: Planning Globally, Acting Locally
Toward an Understanding of the Use of Foreign Words in Print Advertising
The Changing South Korean Marketplace: Product Perceptions of Consumer Goods
Section IV: Managerial Implications
Implications of Standardization in Global Markets
A Values Comparison of Future Managers From West Germany and the United States
Reference Notes Included
Index
