This Book is in Good Condition. Clean Copy With Light Amount of Wear. 100% Guaranteed. 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 #
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.
From the Back Cover:
WHAT MAKES THIS BOOK UNIQUE?
Warren Keegan and Mark Green approached the fourth edition of Global Marketing with this goal: To write a book that reflects current issues and events, features conceptual and analytical tools that will help the reader apply the 4Ps to global marketing, and is authoritative in content yet relaxed and assured in style and tone.
Book Condition: Used
Book Description Prentice Hall, 2007. Condition: Good. 5th Edition. Shows some signs of wear, and may have some markings on the inside. Seller Inventory # GRP8526918
Book Description Prentice Hall, 2007. Condition: Very Good. 5th Edition. Great condition for a used book! Minimal wear. Seller Inventory # GRP8309706
Book Description Prentice Hall. Paperback. Condition: GOOD. Spine creases, wear to binding and pages from reading. May contain limited notes, underlining or highlighting that does affect the text. Possible ex library copy, thatâ€™ll have the markings and stickers associated from the library. Accessories such as CD, codes, toys, may not be included. Seller Inventory # 2822436268
Book Description Prentice Hall. Paperback. Condition: VERY GOOD. Light rubbing wear to cover, spine and page edges. Very minimal writing or notations in margins not affecting the text. Possible clean ex-library copy, with their stickers and or stamp(s). Seller Inventory # 2848990887
Book Description Prentice Hall PTR. Paperback. Condition: Good. Light shelving wear with minimal damage to cover and bindings. Pages show minor use. Seller Inventory # G0131754343I3N00
Book Description Prentice Hall PTR. Paperback. Condition: Good. Book shows minor use. Cover and Binding have minimal wear and the pages have only minimal creases. Seller Inventory # G0131754343I3N00
Book Description Prentice Hall PTR. Paperback. Condition: Good. Book shows minor use. Cover and Binding have minimal wear, and the pages have only minimal creases. Seller Inventory # G0131754343I3N00
Book Description Prentice Hall. Condition: Good. . 5th edition. Highlighting inside. Seller Inventory # K05E-00665
Book Description Prentice Hall, 2007. Condition: Fair. 5th Edition. Ships from the UK. Former Library book. Shows definite wear, and perhaps considerable marking on inside. Seller Inventory # GRP95109851
Book Description Prentice Hall, 2007. Condition: Very Good. 5th Edition. Ships from the UK. Former Library book. Great condition for a used book! Minimal wear. Seller Inventory # GRP77158774