Global Marketing

The excitement, challenges, and controversies of global marketing.



Global Marketing strives to reflect current issues and events while offering conceptual and analytical tools that will help readers apply the 4Ps to global marketing.



The new edition focuses on the recent changes in the world, including the global financial crisis.



Features

For undergraduate and graduate global marketing courses.



The excitement, challenges, and controversies of global marketing.



Global Marketing strives to reflect current issues and events while offering conceptual and analytical tools that will help readers apply the 4 P's to global marketing.



The new edition focuses on the recent changes in the world, including the global financial crisis.

NEW! Bring global marketing to life with real-world examples: New and Revised Cases. The cases in this text were written to encourage student interest and learning, stimulate class discussion, and enhance the classroom experience for students and instructors. Some examples include:



New Cases:

Case 2-3—One Laptop Per Child
Case 3-2—Ecuador’s Galapagos Islands and Ecotourism
Case 15-1—Twitter and the New Social Media

Revised Cases:

Case 1-1—McDonald's Expands Globally While Adjusting Its Local Recipe
Case 16-2—Boeing and Airbus: A Twenty-first Century Dogfight

NEW! Highlight the growing impact of emerging nations: Expanded Coverage on Emerging Markets. The unifying theme of the fifth edition was the growing impact of emerging nations in general—Brazil, Russia, India, and China in particular. In this edition, coverage of emerging markets has been expanded to include how Mexico, Indonesia, Nigeria, Turkey, and a handful of other emerging nations have been rapidly approaching the “tipping point” in terms of both competitive vigor and marketing opportunity.



NEW! Analyze one of the most important topics in the field: Coverage of Social Media and Web 2.0. The impact of Web 2.0 on global marketing activities has increased dramatically since the fifth edition. New discussion of social media is integrated throughout this text—specific examples include:

Case 6-1—Market Research Transforms Coach
How social media helped the French Ministry of Agriculture’s efforts to promote French cheese and wine in the United States (Chapter 14).

NEW! Offer a preview of the concepts: New and Revised Chapter-opening Vignettes. Chapter-opening vignettes introduce a company, country, product, or global marketing issue that directly relates to chapter themes and content. More than half the opening vignettes in the sixth edition are new, including:

“The Global Economic Crisis: Is America the ‘Market of Last Resort?’”
"Suzlon Energy”
"Pernod Ricard and Chivas Regal"
"Lenovo"


New To This Edition

NEW! Bring global marketing to life with real-world examples: New and Revised Cases. The cases in this text were written to encourage student interest and learning, stimulate class discussion, and enhance the classroom experience for students and instructors. Some examples include:



New Cases:

Case 2-3—One Laptop Per Child
Case 3-2—Ecuador’s Galapagos Islands and Ecotourism
Case 15-1—Twitter and the New Social Media

Revised Cases:

Case 1-1—McDonald's Expands Globally While Adjusting Its Local Recipe
Case 16-2—Boeing and Airbus: A Twenty-first Century Dogfight

NEW! Highlight the growing impact of emerging nations: Expanded Coverage on Emerging Markets. The unifying theme of the fifth edition was the growing impact of emerging nations in general—Brazil, Russia, India, and China in particular. In this edition, coverage of emerging markets has been expanded to include how Mexico, Indonesia, Nigeria, Turkey, and a handful of other emerging nations have been rapidly approaching the “tipping point” in terms of both competitive vigor and marketing opportunity.



NEW! Analyze one of the most important topics in the field: Coverage of Social Media and Web 2.0. The impact of Web 2.0 on global marketing activities has increased dramatically since the fifth edition. New discussion of social media is integrated throughout this text—specific examples include:

Case 6-1—Market Research Transforms Coach
How social media helped the French Ministry of Agriculture’s efforts to promote French cheese and wine in the United States (Chapter 14).

NEW! Offer a preview of the concepts: New and Revised Chapter-opening Vignettes. Chapter-opening vignettes introduce a company, country, product, or global marketing issue that directly relates to chapter themes and content. More than half the opening vignettes in the sixth edition are new, including:

“The Global Economic Crisis: Is America the ‘Market of Last Resort?’”
"Suzlon Energy”
"Pernod Ricard and Chivas Regal"
"Lenovo"


Table of Contents

Chapter 1: Introduction to Global Marketing

Chapter 2: The Global Economic Environment

Chapter 3: Regional Market Characteristics and Preferential Trade Agreements

Chapter 4: Social and Cultural Environments

Chapter 5: The Political, Legal, and Regulatory Environments

Chapter 6: Global Information Systems and Market Research

Chapter 7: Segmentation, Targeting, and Positioning

Chapter 8: Importing, Exporting, and Sourcing

Chapter 9: Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances

Chapter 10: Brand and Product Decisions In Global Marketing

Chapter 11: Pricing Decisions

Chapter 12: Global Marketing Channels and Physical Distribution

Chapter 13: Global Marketing Communications Decisions I: Advertising and Public Relations

Chapter 14: Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, Special Forms of Marketing Communication

Chapter 15: Digital Revolution

Chapter 16: Strategic Elements of Competitive Advantage

Chapter 17: Leadership, Organization, and Corporate Social Responsibility