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Global Marketing

ISBN-10: 1439039437
ISBN-13: 9781439039434
Edition: 3rd 2011
List price: $339.95 Buy it from $16.06
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Book details

List price: $339.95
Edition: 3rd
Copyright year: 2011
Publisher: Cengage South-Western
Publication date: 2/2/2010
Binding: Paperback
Pages: 608
Size: 8.25" wide x 10.00" long x 1.00" tall
Weight: 3.036
Language: English

Kate Gillespie teaches at the University of Texas, Austin. She received her BA from Harvard University, her MBA from the University of Virginia, and her PhD from the London Business School. Her research interests include international marketing, international business-government relations, and business in developing countries. Kate is a frequent journal contributor.

H. David Hennessey is Associate Professor of Marketing at Babson College and an associate of Ashridge Management College in Berkhamsted, England. He received his MBA from Clark University and his PhD from New York University. His research interests include information technology in sales and marketing and the development of global marketing strategies. Dr. Hennessey has held marketing positions in several companies and has consulted for AT&T, ICI, Compaq, Phillips, EG&G, BBD, and Ansell Edmont. In addition to his teaching experience in Latin America, Europe, and Japan, he is the faculty director of the School of Executive Education's International Managers Program. Dr. Hennessey has tailored programs for DEC and Pitney Bowes.

Introduction to Global Marketing
The Importance of Global Markets
The Development of Global Marketing
Why Study Global Marketing?
Understanding the Global Marketing Environment
The Global Economy
International Trade: An Overview
The Basic Theories of World Trade: Absolute, Comparative, and Competitive Advantage
Global Outsourcing
Balance of Payments Exchange Rates
International Agencies for Promoting Economic and Monetary Stability
Protectionism and Trade Restrictions
Economic Integration as a Means of Promoting Trade the Globalization Controversy
Cultural and Social Forces
A Definition of Culture
Religion
The Family
Education
Attitudes Toward Time
The Hofstede Measures of Culture
Language and Communication
Overcoming the Language Barrier
Adapting to Cultural Differences
Political and Regulatory Climate
Host Country Political Climate
Host Government Actions
Home Country Political Forces Legal Environments
National Regulatory Environments
Regulatory Change
Political Risk Global Marketing and Terrorism
Analyzingglobal Opportunities
Global Markets
Understanding Markets and Buyers
The Consumer Market
Business Markets
Government Markets
Global Competitors
The Globalization of Competition
Cultural Attitudes Toward Competition
Home Country Actions and Global Competitiveness
Competition from Emerging Markets
The Country-of-Origin Advantage
Global Marketing Research
The Scope of International Marketing Research
Challenges in Planning International Research
The Research Process
Utilizing Secondary Data
Analysis by Inference Collecting Primary Data
Studying the Competition
Outsourcing Research
Developing a Global Information System
Developing Global Participation Strategies
Global Market Participation
Internationalizing Marketing Operations
Evaluating National Markets
Geographic Market Choices
Country Selection
Global Market Entry Strategies
Exporting as an Entry Strategy
Foreign Production as an Entry Strategy
Ownership Strategies
Entering Markets Through Mergers and Acquisitions
Entry Strategy Selection and Configuration
Exit Strategies
Designing Global Marketing Programs
Global Product Strategies
Product Design in a Global Environment
Packaging and Labeling for Global Markets
Global Warranty and Service Policies
Managing a Global Product Line
Developing a Global Product
New Product Development Processes for Global Markets
Introducing New Products to Global Markets
Global Strategies for Services, Brands, and Social Marketing
Marketing Services Globally
Branding Decisions
Trademarks and Brand Protection
Social Marketing in the Global Context
Pricing for International and Global Markets
Profit and Cost Factors Affecting Pricing
Market Factors that Affect Pricing
Environmental Factors that Affect Pricing
Managerial Issues in Global Pricing
Managing Global Distribution Channels
The Structure of the Global Distribution System
Foreign Market Channel Members
Analyzing National Channels
Factors Influencing the Selection of Channel Members
Locating and Selecting Channel Partners
Managing Global Distribution
Gaining Access to Distribution Channels
Global Logistics
Global Trends in Retailing
Smuggling
Global Promotion Strategies
Global Promotion Strategies
Personal Selling
Global Account Management
Selling to Businesses and Governments
Other Forms of Promotion
Public Relations
Managing Global Advertising
Global versus Local Advertising
Developing Global Campaigns
The Global-Local Decision Overcoming Language Barriers
Global Media Strategy
Organizing the Global Advertising Effort
Managing the Global Marketing Effort
Organizing for Global Marketing
Elements that Affect a Global Marketing Organization
Types of Organizational Structures Controlling the Global Organization
Conflict Between Headquarters and Subsidiaries
Considering a Global Marketing Career

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