Global Marketing (5th Edition)

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9780131754348: Global Marketing (5th Edition)

KEY BENEFIT: The new edition of the popular Global Marketing draws students into the excitement, challenges, and controversies of global marketing. The paperback, two-color format gives readers the flexibility to choose a book that is economical as well as interesting.

KEY TOPICS:  Each chapter features vignettes and discussion cases featuring high-profile, real-world companies and products; examples from the trade press to illustrate key terms and issues; topical and timely boxed features; and concise summaries of the latest research findings published in scholarly journals.

MARKET: For those entering the global job market, especially helpful for hirees of import/export departments.

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From the Back Cover:

This paperback, two-color book draws readers into the excitement, challenges, and controversies of global marketing. Each chapter features vignettes and discussion cases featuring high-profile, real-world companies and products; examples from the trade press to illustrate key terms and issues; topical and timely boxed features; and concise summaries of the latest research findings published in scholarly journals. A five-part organization provides an introduction to global marketing, looks at the global marketing environment, discusses global strategy, explains the global marketing mix, and concludes with the efforts of managing the global market. For anyone involved in international marketing, and those seeking the kinds of strategies needed to enter the global marketplace.

About the Author:

Dr. Warren J. Keegan. Dr. Keegan is Professor of International Business and Marketing and Director of the Center for Global Business Strategy at the Lubin School of Business of Pace University-New York, and is Visiting Professor, Cranfield University School of Management (UK), CEIBS (China European International Business School)-Shanghai, Wharton Executive Programs, University of Pennsylvania, and ESSEC, Cergy-Pontoise-France. He is the founder of Warren Keegan Associates, Inc., a consulting consortium of experts in global strategy formulation and implementation. The firm is affiliated with Marketing Strategy & Planning, Inc.-New York, and MarkPlus, Indonesia's leading marketing consulting firm. Dr. Keegan is Chairman of the MarkPlus Global Institute-Singapore. He wrote the first multinational marketing textbook and is one of the world's leading experts on marketing and global business. He holds B.S. and M.S. degrees in economics from Kansas State University and an MBA and doctorate in marketing and international business from the Harvard Business School. He has held faculty positions at a number of business schools including Columbia, George Washington University, New York University, INSEAD, IMD, and the Stockholm School of Economics. His experience includes consulting with Boston Consulting Group and Arthur D. Little, marketing planning with the Pontiac Division of General Motors, and Chairman of Douglas A. Edwards, Inc., a New York commercial real estate firm. He is a consultant to a number of global firms. Current or former clients include AT&T, Bertelsmann, Bell Atlantic, General Electric, J. Walter Thompson, PurduePharma, Philips, Reckitt & Colman, Singapore International Airlines, and the Singapore Trade Development Board. Dr. Keegan is the author or co-author of many books, including Global Marketing Management (7th ed., Prentice Hall, 2002), Global Marketing Management: A European Perspective (Financial Times/Prentice Hall, 2001), Marketing Plans That Work: Targeting Growth and Profitability (Butter-worth Heinemann, 1997), Marketing (2nd ed., Prentice Hall, 1996), Marketing Sans Frontiers (InterEditions, 1994), Advertising Worldwide (Prentice Hall, 1991), and Judgments, Choices, and Decisions: Effective Management Through Self-Knowledge (John Wiley & Sons). He has published numerous articles in leading journals including Harvard Business Review, Administrative Science Quarterly, Journal of Marketing, Journal of International Business Studies, and The Columbia Journal of World Business. Dr. Keegan is a former MIT Fellow in Africa, Assistant Secretary, Ministry of Development Planning and Secretary of the Economic Development Commission, Government of Tanzania, consultant with Boston Consulting Group and Arthur D. Little, and Chairman of Douglas A. Edwards, a New York corporate real estate firm. He is a Lifetime Fellow of the Academy of International Business; Individual Eminent Person (IEP) appointed by Asian Global Business Leaders Society (other awardees include Noel Tichy, Rosabeth Moss Kanter, and Gary Wendt); listed in Marquis Who's Who in America, 55th and earlier editions; member of the International Advisory Board of Ecole des Hautes Etudes Commerciales (HEC)-Montreal; Member, Editorial Advisory Board, Cranfield School of Management and Financial Times/Prentice Hall Management Monograph Series, The International Journal of Medical Marketing; and is a commissioner of PT Indofood Sukses Makmur (Jakarta). He is a former director of The S.M. Stoller Company, Inc., The Cooper Companies, Inc. (NYSE), Inter-Ad, Inc., American Thermal Corporation, Inc., Halfway Houses of Westchester, Inc., Wainwright House, and The Rye Arts Center. Dr. Mark C. Green. Dr. Green is Professor of Management and Marketing at Simpso

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Book Description Prentice Hall, 2007. Book Condition: New. Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: 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. Bookseller Inventory # ABE_book_new_0131754343

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