Global marketing:
Gespeichert in:
| Beteiligte Personen: | , |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Boston, Mass. [u.a.]
Pearson
2013
|
| Ausgabe: | 7. ed., global ed. |
| Schriftenreihe: | Always learning
|
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024988765&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | 592 S. Ill., graph. Darst., Kt. |
| ISBN: | 9780273766711 0273766716 |
Internformat
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV040131617 | ||
| 003 | DE-604 | ||
| 005 | 20140303 | ||
| 007 | t| | ||
| 008 | 120511s2013 xx abd| |||| 00||| eng d | ||
| 020 | |a 9780273766711 |9 978-0-273-76671-1 | ||
| 020 | |a 0273766716 |9 0-273-76671-6 | ||
| 035 | |a (OCoLC)796221725 | ||
| 035 | |a (DE-599)BVBBV040131617 | ||
| 040 | |a DE-604 |b ger |e rakwb | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-1050 |a DE-11 |a DE-859 |a DE-1047 |a DE-473 |a DE-Aug4 |a DE-1043 | ||
| 082 | 0 | |a 658.84 |2 22 | |
| 084 | |a QP 680 |0 (DE-625)141923: |2 rvk | ||
| 084 | |a WIR 800f |2 stub | ||
| 100 | 1 | |a Keegan, Warren J. |d 1936-2014 |e Verfasser |0 (DE-588)123495075 |4 aut | |
| 245 | 1 | 0 | |a Global marketing |c Warren J. Keegan ; Mark C. Green |
| 250 | |a 7. ed., global ed. | ||
| 264 | 1 | |a Boston, Mass. [u.a.] |b Pearson |c 2013 | |
| 300 | |a 592 S. |b Ill., graph. Darst., Kt. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 490 | 0 | |a Always learning | |
| 650 | 4 | |a Export marketing |x Management | |
| 650 | 0 | 7 | |a Internationales Marketing |0 (DE-588)4125431-4 |2 gnd |9 rswk-swf |
| 655 | 7 | |8 1\p |0 (DE-588)4522595-3 |a Fallstudiensammlung |2 gnd-content | |
| 689 | 0 | 0 | |a Internationales Marketing |0 (DE-588)4125431-4 |D s |
| 689 | 0 | |5 DE-604 | |
| 700 | 1 | |a Green, Mark C. |e Verfasser |4 aut | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024988765&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 883 | 1 | |8 1\p |a cgwrk |d 20201028 |q DE-101 |u https://d-nb.info/provenance/plan#cgwrk | |
| 943 | 1 | |a oai:aleph.bib-bvb.de:BVB01-024988765 | |
Datensatz im Suchindex
| _version_ | 1819330957847560192 |
|---|---|
| adam_text | Titel: Global marketing
Autor: Keegan, Warren J
Jahr: 2013
Brief Contents
Preface 16
Acknowledgments 20
About the Authors 22
Chapter 1 Introduction to Global Marketing 26
Case 1-1 The Global Marketplace Is Also Local 26
Case 1-1 The Global Marketplace: The Assignment (continued) 53
Case 1-2 McDonald s Expands Globally While Adjusting Its Local
Recipe 54
Case 1-3 Acer Inc. 57
PART 2 The Global Marketing Environment 58
Chapter 2 The Global Economic Environment 58
Case 2-1 A New Front in the Battle of Ideas 58
Case 2-1 A New Front in the Battle of Ideas (continued) 86
Case 2-2 Ecuador s Galäpagos Islands and Ecotourism 87
Case 2-3 Argentina Uncorks Malbec; World Ready for a Glass 88
Chapter 3 The Global Trade Environment 90
Case 3-1 The Euro Zone Fights for Its Life 90
Case 3-1 Will the Euro Survive? (continued) 120
Case 3-2 The Gulf Cooperation Council 121
Chapter 4 Social and Cultural Environments 124
Case 4-1 Will Sharp-Dressed Americans Become Soccer Fanatics? 124
Case 4-1 Soccer and the Fashion World (continued) 148
Case 4-2 Disney Leams to Act Local on the Global Stage 149
Chapter 5 The Political, Legal, and Regulatory Environments 150
CaseS-1 America s Cuban Conundrum 150
Case 5-1 America s Cuban Conundrum: The Assignment (continued) 180
Case 5-2 Gambling Goes Global on the Internet 182
PART 3 Approaching Global Markets 184
Chapter 6 Global Information Systems and Market Research 184
Case 6-1 Information Technology Is The Key to Success for Clicks in
South Africa 184
Case 6-1 Information Technology Is The Key to Success for Clicks:
The Assignment (continued) 213
Case 6-2 Research Helps Whirlpool Keep Its Cool at Home, Act Local in
Emerging Markets 214
Chapter 7 Segmentation, Targeting, and Positioning 216
Case 7-1 Global Cömpanies Target Low-Income Consumers 216
Case 7-1 Innovating for the Bottom of the Pyramid: The Assignmeht
(continued) 245
Case 7-2 Cosmet/cs Giants Segment the Global Cosmet/cs Market 246
Chapter 8 Importing, Exporting, and Sourcing 248
Case 8-1 Can the United States Double Its Exports by 2015? 248
Case 8-1 Increasing U.S. Exports: The Assignment (continued) 275
Case 8-2 Asian Shoe Exports to Europe 276
Case 8-3 Outsourcing Call Centers to India: A Tale of British Companies
and Their Customers 277
Chapter 9 Global Market Entry Strategies: Licensing, Investment,
and Strategie Alliances 278
Case 9-1 Mo men Launches Franchises in UAE 278
Case 9-1 Mo men Launches Franchises in UAE: The Assignment
(continued) 306
Case 9-2 Jaguar s Passage to India 307
Chapter 10 Brand and Product Decisions in Global Marketing 308
Case 10-1 The Beatles Story, Liverpool 308
Case 10-1 The Beatles Story, Liverpool: The Assignment (continued) 339
Case 10-2 Godiva Chocolatier and Godiva Gems 340
Chapter 11 Pricing Decisions 342
Case 11-1 Cheap and Cheaper: How Low Can a Car s Cost (and Price)
Go? 342
Case 11-1 Cheap, Cheaper, Cheapest: The Assignment (continued) 371
Case 11-2 LVMH and Luxury Goods Marketing 372
Chapter 12 Global Marketing Channels and Physical Distribution 374
Case 12-1 Tesco s Global Strategy 374
Case 12-1 Tesco s Global Strategy: The Assignment (continued) 403
Case 12-2 Lidl Explores Further Expansion in Global Retailing 404
Chapter 13 Global Marketing Communications Decisions I: Advertising
and Public Relations 406
Case 13-1 The Gulf Oil Spill: BP s Public Relations Nightmare 406
Case 13-1 The BP Oil Spill: The Assignment (continued) 431
Case 13-2 Marketing Pepsi s New Healthy Option in the
United Kingdom. 432
Chapter 14 Global Marketing Communications Decisions II: Sales Promotion,
Personal Selling, and Special Forms of Marketing
Communication 434
Case 14-1 Expo 2010 Shanghai China 434
Case 14-1 Expo 2010: The Assignment (continued) 462
Case 14-2 Lenovo 463
Case 14-3 Marketing an Industrial Product in Sweden 464
Chapter 15 Global Marketing and the Digital Revolution 466
Case 15-1 Africa 3.0 466
Case 15-1 Africa 3.0: The Assignment (continued) 490
Case 15-2 Global Marketers Discover Social Media 491
PART 5 Strategy and Leadership in the Twenty-First Century 492
Chapter 16 Strategie Elements of Competitive Advantage 492
Case 16-1 Volkswagen Aims for the Top 492
Case 16-1 Volkswagen: The Assignment (continued) 519
Case 16-2 IKEA 520
Case 16-3 LEGO 521
Chapter 17 Leadership, Organization, and Corporate Social
Responsibility 522
Case 17-1 A Changing of the Guard at Unilever 522
Case 17-1 Unilever: The Assignment (continued) 548
Appendix 550
Glossary 551
Author/Name Index 565
Subject/Organization Index 581
|
| any_adam_object | 1 |
| author | Keegan, Warren J. 1936-2014 Green, Mark C. |
| author_GND | (DE-588)123495075 |
| author_facet | Keegan, Warren J. 1936-2014 Green, Mark C. |
| author_role | aut aut |
| author_sort | Keegan, Warren J. 1936-2014 |
| author_variant | w j k wj wjk m c g mc mcg |
| building | Verbundindex |
| bvnumber | BV040131617 |
| classification_rvk | QP 680 |
| classification_tum | WIR 800f |
| ctrlnum | (OCoLC)796221725 (DE-599)BVBBV040131617 |
| dewey-full | 658.84 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.84 |
| dewey-search | 658.84 |
| dewey-sort | 3658.84 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 7. ed., global ed. |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>01679nam a2200421 c 4500</leader><controlfield tag="001">BV040131617</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20140303 </controlfield><controlfield tag="007">t|</controlfield><controlfield tag="008">120511s2013 xx abd| |||| 00||| eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9780273766711</subfield><subfield code="9">978-0-273-76671-1</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0273766716</subfield><subfield code="9">0-273-76671-6</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)796221725</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV040131617</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rakwb</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-1050</subfield><subfield code="a">DE-11</subfield><subfield code="a">DE-859</subfield><subfield code="a">DE-1047</subfield><subfield code="a">DE-473</subfield><subfield code="a">DE-Aug4</subfield><subfield code="a">DE-1043</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.84</subfield><subfield code="2">22</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 680</subfield><subfield code="0">(DE-625)141923:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">WIR 800f</subfield><subfield code="2">stub</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Keegan, Warren J.</subfield><subfield code="d">1936-2014</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)123495075</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Global marketing</subfield><subfield code="c">Warren J. Keegan ; Mark C. Green</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">7. ed., global ed.</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Boston, Mass. [u.a.]</subfield><subfield code="b">Pearson</subfield><subfield code="c">2013</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">592 S.</subfield><subfield code="b">Ill., graph. Darst., Kt.</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="490" ind1="0" ind2=" "><subfield code="a">Always learning</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Export marketing</subfield><subfield code="x">Management</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Internationales Marketing</subfield><subfield code="0">(DE-588)4125431-4</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="655" ind1=" " ind2="7"><subfield code="8">1\p</subfield><subfield code="0">(DE-588)4522595-3</subfield><subfield code="a">Fallstudiensammlung</subfield><subfield code="2">gnd-content</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Internationales Marketing</subfield><subfield code="0">(DE-588)4125431-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Green, Mark C.</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">HBZ Datenaustausch</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024988765&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="883" ind1="1" ind2=" "><subfield code="8">1\p</subfield><subfield code="a">cgwrk</subfield><subfield code="d">20201028</subfield><subfield code="q">DE-101</subfield><subfield code="u">https://d-nb.info/provenance/plan#cgwrk</subfield></datafield><datafield tag="943" ind1="1" ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-024988765</subfield></datafield></record></collection> |
| genre | 1\p (DE-588)4522595-3 Fallstudiensammlung gnd-content |
| genre_facet | Fallstudiensammlung |
| id | DE-604.BV040131617 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T16:08:49Z |
| institution | BVB |
| isbn | 9780273766711 0273766716 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-024988765 |
| oclc_num | 796221725 |
| open_access_boolean | |
| owner | DE-1050 DE-11 DE-859 DE-1047 DE-473 DE-BY-UBG DE-Aug4 DE-1043 |
| owner_facet | DE-1050 DE-11 DE-859 DE-1047 DE-473 DE-BY-UBG DE-Aug4 DE-1043 |
| physical | 592 S. Ill., graph. Darst., Kt. |
| publishDate | 2013 |
| publishDateSearch | 2013 |
| publishDateSort | 2013 |
| publisher | Pearson |
| record_format | marc |
| series2 | Always learning |
| spellingShingle | Keegan, Warren J. 1936-2014 Green, Mark C. Global marketing Export marketing Management Internationales Marketing (DE-588)4125431-4 gnd |
| subject_GND | (DE-588)4125431-4 (DE-588)4522595-3 |
| title | Global marketing |
| title_auth | Global marketing |
| title_exact_search | Global marketing |
| title_full | Global marketing Warren J. Keegan ; Mark C. Green |
| title_fullStr | Global marketing Warren J. Keegan ; Mark C. Green |
| title_full_unstemmed | Global marketing Warren J. Keegan ; Mark C. Green |
| title_short | Global marketing |
| title_sort | global marketing |
| topic | Export marketing Management Internationales Marketing (DE-588)4125431-4 gnd |
| topic_facet | Export marketing Management Internationales Marketing Fallstudiensammlung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024988765&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT keeganwarrenj globalmarketing AT greenmarkc globalmarketing |