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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
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
Wholly Owned Subsidiaries 333
Dynamics of Entry Strategies 338
Timing of Entry 340
Exit Strategies 342
Summary 346
Key Terms 347
Review Questions 347
Discussion Questions 347
Further Reading 349
Appendix A: Country Screening-Converting Raw Data into a 10-Point Scale 349
Appendix B: Alternative Country Screening Procedure 350
Appendix C: Mode of Entry Choice- Three Theoretical Perspectives 351
10 Global Product Policy Decisions I: Developing New Products for Global Markets 353
Standardization versus Customization 355
Multinational Diffusion 361
Developing New Products in the Global Marketplace 365
Truly Global Product Development 375
Summary 377
Key Terms 377
Review Questions 378
Discussion Questions 378
Further Reading 379
Appendix A: Using Conjoint Analysis for Concept Testing in Global New Product Development 380
Appendix B: Back-of-the-Envelope Calculations- Incremental Break-Even Analysis (IBEA) 382
11 Global Product Policy Decisions II: Marketing Products and Services 385
Global Branding Strategies 387
Management of Multinational Product Lines 401
Product Piracy 406
Country-of-Origin (COO) Effects 410
Global Marketing of Services 416
Summary 420
Key Terms 421
Review Questions 421
Discussion Questions 421
Further Reading 422
12 Global Pricing 423
Drivers of Foreign Market Pricing 424
Managing Price Escalation 432
Pricing in Inflationary Environments 435
Global Pricing Currency Fluctuations and Tariffs 437
Transfer Pricing 441
Global Pricing and Antidumping Regulation 445
Price Coordination 446
Summary 450
Key Terms 451
Review Questions 451
Discussion Questions 451
Further Reading 452
13 Global Communication Strategies 453
Global Advertising and Culture 454
Setting the Global Advertising Budget 458
Creative Strategy 461
Global Media Decisions 468
Advertising Regulations 470
Choosing an Advertising Agency 474
Other Communication Platforms 476
Globally Integrated Marketing Communications (GIMC) 488
Summary 490
Key Terms 490
Review Questions 490
Discussion Questions 491
Further Reading 491
14 Sales Management 493
Market Entry Options and Salesforce Strategy 495
Cultural Considerations 499
Impact of Culture on Sales Management and Personal Selling Process 505
Cross-Cultural Negotiations 511
Expatriates 516
Summary 523
Key Terms 523
Review Questions 523
Discussion Questions 524
Further Reading 524
15 Global Logistics and Distribution 526
Definition of Global Logistics 528
Managing Physical Distribution 530
Managing Sourcing Strategy 540
Free Trade Zones 550
International Distribution Channel 554
International Retailing 556
Summary 567
Key Terms 568
Review Questions 568
Discussion Questions 569
Further Reading 570
16 Export and Import Management 571
Organizing for Exports 573
Indirect Exporting 575
Direct Exporting 576
Mechanics of Exporting 577
Role of the Government in Promoting Exports 583
Managing Imports- The Other Side of the Coin 589
Mechanics of Importing 591
Gray Markets 593
Summary 602
Key Terms 602
Review Questions 602
Discussion Questions 603
Further Reading 604
17 Planning, Organization, and Control of Global Marketing Operations 605
Global Strategic Marketing Planning 606
Key Criteria in Global Organizational Design 607
Organizational Design Options 609
Organizing for Global Brand Management 617
Life Cycle of Organizational Structures 619
Control of Global Marketing Efforts 621
Summary 624
Key Terms 625
Review Questions 625
Discussion Questions 625
Further Reading 626
18 Marketing Strategies for Emerging Markets 627
Emerging Markets 628
Competing with the New Champions 633
Targeting/Positioning Strategies in Emerging Markets 640
Entry Strategies for Emerging Markets 645
Product Policy 647
Pricing Strategy 650
The Distribution Challenge 651
Communication Strategies for Emerging Markets 654
Summary 657
Key Terms 657
Review Questions 657
Discussion Questions 657
Further Reading 658
19 Global Marketing and the Internet 659
Barriers to Global Internet Marketing 661
Global Internet Consumers 668
Globally Integrated versus Locally Responsive Internet Marketing Strategies 669
The Internet and Global Product Policy 671
Global Pricing and the Web 673
Global Distribution Strategies and the Internet 675
The Role of the Internet for Global Communication Strategies 680
Summary 685
Key Terms 685
Review Questions 685
Discussion Questions 686
Further Reading 686
20 Sustainable Marketing in the Global Marketplace 687
Global Corporate Citizenship 688
Major Areas of CSR 691
The Case for Sustainability 699
Challenges for Sustainability Strategies 702
Sustainable Marketing and Global Consumers 706
Developing and Implementing a Sustainable Strategy 709
Global Stakeholder Engagement Programs 715
Sustainable Marketing Mix Policy for the Global Marketplace 716
Crisis Management and Consumer Boycotts 722
Summary 726
Key Terms 726
Review Questions 726
Discussion Questions 726
...| Erscheinungsjahr: | 2022 |
|---|---|
| Fachbereich: | Management |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | 800 S. |
| ISBN-13: | 9781119888765 |
| ISBN-10: | 111988876X |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: |
Helsen, Kristiaan
Kotabe, Masaaki (The University of Texas at Austin) |
| Auflage: | 9. Auflage |
| Hersteller: | John Wiley & Sons Inc |
| Verantwortliche Person für die EU: | Wiley-VCH GmbH, Boschstr. 12, D-69469 Weinheim, product-safety@wiley.com |
| Maße: | 255 x 200 x 32 mm |
| Von/Mit: | Kristiaan Helsen (u. a.) |
| Erscheinungsdatum: | 27.10.2022 |
| Gewicht: | 1,508 kg |
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
Wholly Owned Subsidiaries 333
Dynamics of Entry Strategies 338
Timing of Entry 340
Exit Strategies 342
Summary 346
Key Terms 347
Review Questions 347
Discussion Questions 347
Further Reading 349
Appendix A: Country Screening-Converting Raw Data into a 10-Point Scale 349
Appendix B: Alternative Country Screening Procedure 350
Appendix C: Mode of Entry Choice- Three Theoretical Perspectives 351
10 Global Product Policy Decisions I: Developing New Products for Global Markets 353
Standardization versus Customization 355
Multinational Diffusion 361
Developing New Products in the Global Marketplace 365
Truly Global Product Development 375
Summary 377
Key Terms 377
Review Questions 378
Discussion Questions 378
Further Reading 379
Appendix A: Using Conjoint Analysis for Concept Testing in Global New Product Development 380
Appendix B: Back-of-the-Envelope Calculations- Incremental Break-Even Analysis (IBEA) 382
11 Global Product Policy Decisions II: Marketing Products and Services 385
Global Branding Strategies 387
Management of Multinational Product Lines 401
Product Piracy 406
Country-of-Origin (COO) Effects 410
Global Marketing of Services 416
Summary 420
Key Terms 421
Review Questions 421
Discussion Questions 421
Further Reading 422
12 Global Pricing 423
Drivers of Foreign Market Pricing 424
Managing Price Escalation 432
Pricing in Inflationary Environments 435
Global Pricing Currency Fluctuations and Tariffs 437
Transfer Pricing 441
Global Pricing and Antidumping Regulation 445
Price Coordination 446
Summary 450
Key Terms 451
Review Questions 451
Discussion Questions 451
Further Reading 452
13 Global Communication Strategies 453
Global Advertising and Culture 454
Setting the Global Advertising Budget 458
Creative Strategy 461
Global Media Decisions 468
Advertising Regulations 470
Choosing an Advertising Agency 474
Other Communication Platforms 476
Globally Integrated Marketing Communications (GIMC) 488
Summary 490
Key Terms 490
Review Questions 490
Discussion Questions 491
Further Reading 491
14 Sales Management 493
Market Entry Options and Salesforce Strategy 495
Cultural Considerations 499
Impact of Culture on Sales Management and Personal Selling Process 505
Cross-Cultural Negotiations 511
Expatriates 516
Summary 523
Key Terms 523
Review Questions 523
Discussion Questions 524
Further Reading 524
15 Global Logistics and Distribution 526
Definition of Global Logistics 528
Managing Physical Distribution 530
Managing Sourcing Strategy 540
Free Trade Zones 550
International Distribution Channel 554
International Retailing 556
Summary 567
Key Terms 568
Review Questions 568
Discussion Questions 569
Further Reading 570
16 Export and Import Management 571
Organizing for Exports 573
Indirect Exporting 575
Direct Exporting 576
Mechanics of Exporting 577
Role of the Government in Promoting Exports 583
Managing Imports- The Other Side of the Coin 589
Mechanics of Importing 591
Gray Markets 593
Summary 602
Key Terms 602
Review Questions 602
Discussion Questions 603
Further Reading 604
17 Planning, Organization, and Control of Global Marketing Operations 605
Global Strategic Marketing Planning 606
Key Criteria in Global Organizational Design 607
Organizational Design Options 609
Organizing for Global Brand Management 617
Life Cycle of Organizational Structures 619
Control of Global Marketing Efforts 621
Summary 624
Key Terms 625
Review Questions 625
Discussion Questions 625
Further Reading 626
18 Marketing Strategies for Emerging Markets 627
Emerging Markets 628
Competing with the New Champions 633
Targeting/Positioning Strategies in Emerging Markets 640
Entry Strategies for Emerging Markets 645
Product Policy 647
Pricing Strategy 650
The Distribution Challenge 651
Communication Strategies for Emerging Markets 654
Summary 657
Key Terms 657
Review Questions 657
Discussion Questions 657
Further Reading 658
19 Global Marketing and the Internet 659
Barriers to Global Internet Marketing 661
Global Internet Consumers 668
Globally Integrated versus Locally Responsive Internet Marketing Strategies 669
The Internet and Global Product Policy 671
Global Pricing and the Web 673
Global Distribution Strategies and the Internet 675
The Role of the Internet for Global Communication Strategies 680
Summary 685
Key Terms 685
Review Questions 685
Discussion Questions 686
Further Reading 686
20 Sustainable Marketing in the Global Marketplace 687
Global Corporate Citizenship 688
Major Areas of CSR 691
The Case for Sustainability 699
Challenges for Sustainability Strategies 702
Sustainable Marketing and Global Consumers 706
Developing and Implementing a Sustainable Strategy 709
Global Stakeholder Engagement Programs 715
Sustainable Marketing Mix Policy for the Global Marketplace 716
Crisis Management and Consumer Boycotts 722
Summary 726
Key Terms 726
Review Questions 726
Discussion Questions 726
...| Erscheinungsjahr: | 2022 |
|---|---|
| Fachbereich: | Management |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | 800 S. |
| ISBN-13: | 9781119888765 |
| ISBN-10: | 111988876X |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: |
Helsen, Kristiaan
Kotabe, Masaaki (The University of Texas at Austin) |
| Auflage: | 9. Auflage |
| Hersteller: | John Wiley & Sons Inc |
| Verantwortliche Person für die EU: | Wiley-VCH GmbH, Boschstr. 12, D-69469 Weinheim, product-safety@wiley.com |
| Maße: | 255 x 200 x 32 mm |
| Von/Mit: | Kristiaan Helsen (u. a.) |
| Erscheinungsdatum: | 27.10.2022 |
| Gewicht: | 1,508 kg |
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