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An indispensable resource for students of marketing, management, and international business
In the newly revised ninth edition of Global Marketing Management, a decorated team of international marketing professionals delivers an authoritative discussion of the realities of global marketing in today's economy and an insightful exploration of the future of marketing to an international audience. You'll obtain an integrated understanding of marketing best practices on a global scale, complete with relevant historical background and descriptions of current marketing environments.
The latest edition builds on four major structural changes to the global marketing environment: growing anti-globalization sentiment, the growth of information technology tools, the increasing demand for personalization, and the environmental impact of business activity. In-depth case studies offer lively discussions of real-world global marketing campaigns and are accessible online. Global Marketing Management also provides:
- Thoroughly updated examples and case studies with contemporary information
- An ongoing emphasis on the increased volatility and uncertainty of today's global markets
- Updated discussions of the balance to be struck between pursuing economies of scale and respecting unique cultural sensitivities
- New explorations of major global environmental and ethical issues
- New chapters on emerging markets, internet marketing, and corporate social responsibility
An indispensable resource for students of marketing, management, and international business
In the newly revised ninth edition of Global Marketing Management, a decorated team of international marketing professionals delivers an authoritative discussion of the realities of global marketing in today's economy and an insightful exploration of the future of marketing to an international audience. You'll obtain an integrated understanding of marketing best practices on a global scale, complete with relevant historical background and descriptions of current marketing environments.
The latest edition builds on four major structural changes to the global marketing environment: growing anti-globalization sentiment, the growth of information technology tools, the increasing demand for personalization, and the environmental impact of business activity. In-depth case studies offer lively discussions of real-world global marketing campaigns and are accessible online. Global Marketing Management also provides:
- Thoroughly updated examples and case studies with contemporary information
- An ongoing emphasis on the increased volatility and uncertainty of today's global markets
- Updated discussions of the balance to be struck between pursuing economies of scale and respecting unique cultural sensitivities
- New explorations of major global environmental and ethical issues
- New chapters on emerging markets, internet marketing, and corporate social responsibility
1 Globalization Imperative 1
Why Global Marketing Is Imperative 4
The Fluid Nature of Global Competition 8
Globalization of Markets: Convergence and Divergence 12
Evolution of Global Marketing 19
Summary 28
Key Terms 28
Review Questions 28
Discussion Questions 28
Further Reading 29
Appendix: Theories of International Trade and the Multinational Enterprise 30
2 Economic Environment 38
Intertwined World Economy 40
Country Competitiveness 46
Emerging Markets 48
Evolution of Cooperative Global Trade Agreements 51
Information Technology and the Changing Nature of Competition 59
Regional Economic Arrangements 62
Multinational Corporations 67
Summary 69
Key Terms 70
Review Questions 70
Discussion Questions 71
Further Reading 72
3 Financial Environment 73
Historical Role of the U.S. Dollar 74
Development of Today's International Monetary System 75
Foreign Exchange and Foreign Exchange Rates 81
Balance of Payments 89
Economic and Financial Turmoil around the World 94
Marketing in the Euro Area 101
Summary 107
Key Terms 108
Review Questions 108
Discussion Questions 108
Further Reading 109
4 Global Cultural Environment and Buying Behavior 110
Meaning of Culture 112
Elements of Culture 113
Cross-Cultural Comparisons 126
Cultural Distance 134
Adapting to Cultures 135
Culture and the Marketing Mix 137
Summary 144
Key Terms 145
Review Questions 145
Discussion Questions 145
Further Reading 147
5 Political and Legal Environment 148
Political Environment-Individual Governments 149
Political Environment-Social Pressures and Political Risk 163
Terrorism and the World Economy 171
International Agreements 174
International Law and Local Legal Environment 179
Issues Transcending National Boundaries 184
Summary 200
Key Terms 200
Review Questions 201
Discussion Questions 201
Further Reading 203
6 Global Marketing Research 204
Research Problem Formulation 208
Secondary Global Marketing Research 210
Primary Global Marketing Research 214
Leveraging the Internet for Global Market Research Studies 222
Market Size Assessment 225
New Market Information Technologies 230
Managing Global Marketing Research 232
Summary 234
Key Terms 235
Review Questions 236
Discussion Questions 236
Further Reading 237
7 Global Segmentation and Positioning 238
Reasons for International Market Segmentation 239
International Market Segmentation Approaches 243
Segmentation Scenarios 244
Bases for International Market Segmentation 246
International Positioning Strategies 254
Global Foreign and Local Consumer Culture Positioning 260
Summary 263
Key Terms 263
Review Questions 263
Discussion Questions 263
Further Reading 264
Appendix: Segmentation Tools 265
8 Global Marketing Strategies 269
Information Technology and Global Competition 270
Global Strategy 275
Global Marketing Strategy 288
R&D Operations and Marketing Interfaces 293
Regionalization of Global Marketing Strategy 299
Competitive Analysis 307
Summary 308
Key Terms 309
Review Questions 309
Discussion Questions 309
Further Reading 310
9 Global Market Entry Strategies 312
Country Selection 313
Scale of Entry 316
Choosing the Mode of Entry 317
Exporting 321
Licensing 323
Franchising 325
Expanding through Joint Ventures and Alliances 327
<| Erscheinungsjahr: | 2022 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | 800 S. |
| ISBN-13: | 9781119888765 |
| ISBN-10: | 111988876X |
| Sprache: | Englisch |
| Herstellernummer: | 1W119888760 |
| Einband: | Kartoniert / Broschiert |
| Autor: |
Kotabe, Masaaki (Mike)
Helsen, Kristiaan |
| Auflage: | 9. Aufl. |
| Hersteller: |
Wiley
Wiley & Sons |
| Verantwortliche Person für die EU: | Wiley-VCH GmbH, Boschstr. 12, D-69469 Weinheim, product-safety@wiley.com |
| Maße: | 251 x 203 x 33 mm |
| Von/Mit: | Masaaki Kotabe (u. a.) |
| Erscheinungsdatum: | 27.10.2022 |
| Gewicht: | 1,361 kg |
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