Global Marketing, Global Edition
Pearson Education Limited (Verlag)
978-1-292-01738-9 (ISBN)
- Titel erscheint in neuer Auflage
- Artikel merken
The excitement, challenges, and controversies of global marketing.
Global Marketing reflects current issues and events while offering conceptual and analytical tools that will help students apply the 4Ps to global marketing.
MyMarketingLab for Global Marketing is a total learning package. MyMarketingLab is an online homework, tutorial, and assessment program that truly engages students in learning. It helps students better prepare for class, quizzes, and exams-resulting in better performance in the course-and provides educators a dynamic set of tools for gauging individual and class progress.
Please note that the product you are purchasing does not include MyMarketingLab.
MyMarketingLab
Join over 11 million students benefiting from Pearson MyLabs.
This title can be supported by MyMarketingLab, an online homework and tutorial system designed to test and build your understanding. Would you like to use the power of MyMarketingLab to accelerate your learning? You need both an access card and a course ID to access MyMarketingLab.
These are the steps you need to take:
1. Make sure that your lecturer is already using the system
Ask your lecturer before purchasing a MyLab product as you will need a course ID from them before you can gain access to the system.
2. Check whether an access card has been included with the book at a reduced cost
If it has, it will be on the inside back cover of the book.
3. If you have a course ID but no access code, you can benefit from MyMarketingLab at a reduced price by purchasing a pack containing a copy of the book and an access code for MyMarketingLab (ISBN:9781292069661)
4. If your lecturer is using the MyLab and you would like to purchase the product...
Go to www.MyMarketingLab.com to buy access to this interactive study programme.
For educator access, contact your Pearson representative. To find out who your Pearson representative is, visit www.pearsoned.co.uk/replocator
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
| Erscheint lt. Verlag | 1.5.2014 |
|---|---|
| Verlagsort | Harlow |
| Sprache | englisch |
| Maße | 217 x 275 mm |
| Gewicht | 1073 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 1-292-01738-4 / 1292017384 |
| ISBN-13 | 978-1-292-01738-9 / 9781292017389 |
| Zustand | Neuware |
| Haben Sie eine Frage zum Produkt? |
aus dem Bereich
