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A leading case text in international marketing, as well as a popular reference for practitioners, this volume focuses on the opportunities and challenges of global markets and the threat of global competition across a broad spectrum of industries.

Tabla de contenidos provista por Syndetics

• Part I Introduction
• Chapter 1 Introduction to Global Marketing
• Case 1-1 McDonald's Expands Globally While Adjusting Its Local Recipe
• Case 1-2 Acer Inc
• Part II The Global Marketing Environment
• Chapter 2 The Global Economic Environment
• Case 2-1 Vietnam's Market Potential
• Case 2-2 Is Chinas Currency Too Strong?
• Chapter 3 The Global Trade Environment
• Case 3-1 The Free Trade Area of the Americas
• Chapter 4 Social and Cultural Environments
• Case 4-1 Fair Trade Coffee: Ethics, Religion and Sustainable Production
• Case 4-2 Barbie: The American Girl Goes Global
• Chapter 5 The Political, Legal, and Regulatory Environments of Global Marketing shy
• Case 5-1 Americas Cuba Conundrum
• Case 5-2 Genetically Modified Organisms
• Part III Approaching Global Markets
• Chapter 6 Global Information Systems and Market Research
• Case 6-1 Research Helps Whirlpool Act Local in a Global Market
• Chapter 7 Segmentation, Targeting, and Positioning
• Case 7-1 Carmakers Target Gen Y
• Case 7-2 The Youth of the World Proclaim We Want Our MTV
• Chapter 8 Importing, Exporting, and Sourcing
• Case 8-1 Concerns about Factory Safety and Worker Exploitation in Developing Countries
• Case 8-2 U.S. Sugar SubsidiesToo Sweet a Deal?
• Chapter 9 Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances
• Case 9-1 Ford Bets Billions on Jaguar
• Case 9-2 SABMiller in China
• Part IV The Global Marketing Mix
• Chapter 10 Product and Brand Decisions
• Case 10-1 The Video Console Wars
• Case 10-2 The Smart Car
• Chapter 11 Pricing Decisions
• Case 11-1 LVMH and Luxury Goods Marketing
• Chapter 12 Global Marketing Channels and Physical Distribution
• Case 12-1 Carrefour Expands Abroad
• Case 12-2 The Future of Radio Frequency Identification
• Chapter 13 Global Marketing Communications Decisions I: Advertising and Public Relations
• Case 13-1 Adidas-Solomon
• Chapter 14 Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, Special Forms of Marketing Communication
• Case 14-1 Marketing an Industrial Product in Latin America
• Part V Strategy and Leadership in the 21st Century
• Chapter 15 Strategic Elements of Competitive Advantage
• Case 15-1 Kodak in the Twenty First Century: The Search for New Sources of Competitive Advantage
• Case 15-2 Lego
• Chapter 16 Leading, Organizing, and Controlling the Global Marketing Effort
• Case 16-1 A Marketer Takes the Wheel at Volkswagen AG
• Case 16-2 Boeing Versus Airbus: A Battle for the Skies
• Chapter 17 The Digital Revolution and the Global E-Marketplace
• Case 17-1 eBay in Asia
• Case 17-2 Blackberry in Japan OR
• Case 17-2 Apple and the Digital Rights Management Controversy