Global Marketing with 2002 Annual Report
Edition: 5th 2001
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List price: $132.75
Copyright year: 2001
Publisher: Houghton Mifflin College Division
Size: 5.91" wide x 9.84" long
Contents Note: Each chapter ends with Conclusions, Questions for Discussion, and For Further Reading. 1. Introduction to Global Marketing The Development of Global Marketing The Scope of Global Marketing Exploring the Challenge of Global Marketing Factors Limiting Standardization of Global Marketing Strategies Participants in Global Marketing The Importance of Global Marketing Why Study Global Marketing? Organization of This Book I. Understanding the Global Marketing Environment 2. The Global Economy International Trade: An Overview The Basis for Trade: Absolute Versus Comparative Advantage Balance of Payments International Agencies for Promoting Economic and Monetary Stability International Trade: Does It Deserve Special Treatment? Protectionism and Trade Restrictions Economic Integration as a Means of Promoting Trade 3. Cultural and Social Forces A Definition of Culture Language Overcoming the Language Barrier Religion Education The Family Work and Leisure Reference Groups The Challenge of Cultural Change Adapting to Cultural Differences Cultural Analysis for International Marketing 4. Political and Legal Forces Host Country Political Forces Host Government Actions Home Country Political Forces Sudden Changes in the Political Climate Political Risk Assessment International and Global Legal Forces II. Analyzing Global Marketing Opportunities 5. Global Markets and Buyers Screening International Marketing Opportunities Techniques of Making Market Selection Decisions Grouping International Markets Growth of Formal Market Groups Global Buyers The Consumer Market Business Markets Government Markets 6. International and Global Marketing Research The Scope of Global Marketing Research The Importance of Global Marketing Research Challenges in Planning Global Research Conceptual Framework: The Comparative Analytic Approach The Research Process Research Techniques Developing a Global Information System III. Developing Global Marketing Strategies 7. Developing a Global Mindset Different Types of Marketing Mindsets Knowledge Components for the Global Mindset Analytical Global Marketing Skills Customer-Based Global Logics Industry-Based Global Logics Global Market and Opportunity Assessment Individual Skills for a Global Mindset 8. Global Marketing Strategies Patterns of Globalizing Marketing Operations Pathways to Global Expansion Domestic Marketing Strategies Geographic Market Choices Identifying Generic Global Marketing Strategies Competitive Global Marketing Strategies Global Strategies for Companies Originating from Emerging Economies 9. Global Market Entry Strategies Exporting as an Entry Strategy Foreign Production as an Entry Strategy Ownership Strategies Preparing an Entry Strategy Analysis Entry Strategy Configuration Exit Strategies Reentry Strategies IV. Designing Global Marketing Programs 10. Pricing for Global Markets Company Internal Factors Market Factors Affecting Pricing Environmental Factors Affecting Price Managerial Issues in Global Pricing Managing Export Price Escalation Financing Global Marketing Transactions Customer-Arranged Versus Supplier-Arranged Financing Sources of Financing 11. Global Promotion Strategies The Single-Country Promotion Process The Multicountry Communications Process Global Promotion Strategies Personal Selling Industrial Selling Global Account Management Other Forms of Promotion Direct Marketing 12. Managing Global Advertising Challenges in Global Advertising Selecting an Advertising Theme Global Media Strategy Organizing the Global Advertising Effort Generic Global Advertising Strategies 13. Global Product and Service Strategies Product Design in a Global Environment Branding Decisions Packaging for Global Markets Managing a Global Product Line Global Warranty and Service Policies Marketing Services Globally 14. Developing New Products for Global Markets Global Product Strategies New-Product Development Processes for Global Markets Globalization of the Product Development Process Introducing New Products to Global Markets 15. Managing Global Distribution Channels The Structure of the Global Distribution System Developing a Global Distribution Strategy Factors Influencing the Selection of Channel Members Locating and Selecting Channel Partners Managing Global Distribution Gaining Access to Distribution Channels Global Supply Chain Management Global Trends in Distribution V. Managing the Global Marketing Effort 16. Organizing for Global Marketing Organizing: The Key to Strategy Implementation Elements Affecting a Global Marketing Organization Types of Global Organizations New Trends in Global Organizations The Development Cycle of Global Marketing Organizations 17. Planning and Controlling Global Marketing The Global Planning Process Corporate Versus Business Planning Corporate Planning in the Global Age: Assigning Global Mandates Global Business Strategy Planning Controlling Global Marketing Operations Conflict Between Headquarters and Subsidiaries Creating a Global Learning Organization 18. The Export and Import Trade Process Export Trade Mechanics Import Trade Mechanics Global Trade Negotiations