Description

For courses in International Marketing and Global Marketing.

This is the leading MBA text in international marketing—with comprehensive cases.

Features

• Chapter on Global emarketing.
  • Students see impact of e-commerce on global marketing.
• Cases—Kodak vs. Fuji, Education of an Expatriate, CEAC-China and Ascom Hasler, Inc.
  • Provides students with new cases and teaching notes that refresh and update course.
• The experience and insight of a distinguished advisory board—Of executive and consulting experts.
  • Students learn what is happening in real practice.
• Cases—Cover consumer, industrial, low tech and high tech, product and services marketing.
• A unique appendix—Identifies the location of global income and population and stages of development, country and region for 2000 with projections to the years 2010 and 2020.
  • Students can incorporate the latest economic data in decision making.

Table of Contents

• Chapter 1 IntroductIon to Global Marketing
• Chapter 2 The Global Economic Environment
• Chapter 3 The Political, Legal, and Regulatory Environments Of Global Marketing
• Chapter 4 The Global Cultural EnvIronment
• Chapter 5 Global Customers
• Chapter 6 Global Marketing Information Systems and Research
• Chapter 7 Segmentation, Targeting, and Positioning
• Chapter 8 Global Entry and Expansion Strategies
• Chapter 9 Competitive Analysis and Strategy
• Chapter 10 Product Decisions
• Chapter 11 Pricing Decisions
• Chapter 12 Global Marketing Channels
• Chapter 13 Global Integrate Marketing Communications
• Chapter 14 Global Organization and Leadership: Managing the Global Marketing Effort
• Chapter 15 Global Corporate Social Responsibility and Environmental Sustainability
• Chapter 16 The Future of Global Marketing