Global Marketing: * Discusses contemporary global issues * Covers important cultural issues * Offers a superior discussion of the global environment * Synthesizes traditional and non-traditional analysis * Emphasizes experience-based analysis Each chapter features a chapter outline, learning objectives, conclusions and questions based on the learning objectives. Global Marketing is suitable for marketing practitioners and all international marketing courses at both the undergraduate and postgraduate level.
List of Exhibits.
Part I: Introduction: .
1. Marketing Frames of Reference.
2. Organizing Marketing Experience.
Part II: Researching International Markets:.
3. Country Analysis.
4. Demographic Facts.
5. Cultural Insights.
6. Political Realities.
Part III: Positioning Global Brands: .
7. Marketing Teamwork.
8. Marketing Strategy.
9. Product Positioning.
10. Channel Management.
Part IV: Signaling National Information: .
11. Promotion Marketing.
12. Price Signals.
13. Sales Force Behavior.
14. Value Marketing.
15. Marketing Forecasts.
* Analytical approach based on experience.
* Truly global: looks at key regions such as Mexico, China, Japan and Europe.
* Key global industries such as telecommunications integrated into region and scan.
* Coverage of important cultural issues.
* 15 chapters makes the book flexible and easy to use.
* Superior discussion of the global environment.
"... I would adopt this text. It has excellent structure, it is rigorous, current, well-written and gets to the point of what information means more so than most (if not all) texts on the market today." Van Wood, Virginia Commonwealth University