Verfügbarkeit: Global Marketing | Technische Universität München

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Bibliographische Detailangaben
Beteilige Person:	Alon, Ilan 1971- (VerfasserIn)
Format:	Elektronisch E-Book
Sprache:	Englisch
Veröffentlicht:	New York and London Routledge, Taylor & Francis Group 2017
Ausgabe:	Second edition
Schlagwörter:	Internationales Marketing Electronic books Fallstudiensammlung
Links:	https://ebookcentral.proquest.com/lib/thnuernberg/detail.action?docID=4741955 http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=1417364 http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029339948&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Umfang:	1 Online-Ressource (xxvi, 699 Seiten)
ISBN:	9781317613527

Internformat

MARC


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520	1		\|a Experiential Exercises -- Key Terms -- Case 1.1 Evalueserve-Managing International Services Marketing -- 2 Assessing the Global Marketing Environment-The Global Economy and Technology -- Learning Objectives -- The Global Economy -- Explanations of International Trade -- Economic Systems -- Market Development and Global Geographics -- High-Tech Products Lead World Trade -- Global Countries and Emerging Giant Companies -- The Green Economy -- Summary -- Discussion Questions -- Experiential Exercises -- Key Terms -- Video Material -- Case 2.1 Mobile Language Learning: Praxis Makes Perfect in China
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Datensatz im Suchindex

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adam_text	Titel: Global marketing Autor: Alon, Ilan Jahr: 2017 Contents List of Figures xix List of Geo Maps xxii List of Tables xxiii List of Boxes xxv PARTI Global Marketing Environments 1 1 Understanding Global Markets and Marketing 3 Learning Objectives 3 Global Markets Today 3 Technology Aids Globalization 7 Globalization: The World Is Becoming Smaller 11 Global Marketing—Tendencies of the Past and Scenarios for the Future 18 Developing Global Marketing Strategies 24 A Global Marketing Management Framework 35 Summary 36 Outline of the Book 36 Discussion Questions 38 Experiential Exercises 38 Key Terms 38 Case 1.1 Evalueserve—Managing International Services Marketing 42 2 Assessing the Global Marketing Environment—the Global Economy and Technology 47 Learning Objectives 47 The Global Economy 50 Explanations of International Trade 56 Economic Systems 61 Market Development and Global Geographies 68 High-Tech Products Lead World Trade 72 Global Countries and Emerging Giant Companies 75 The Green Economy 79 Summary 84 Discussion Questions 85 Experiential Exercises 85 Key Terms 85 Video Material 85 Case 2.1 Mobile Language Learning: Praxis Makes Perfect in China Evaluating Cultural and Social Environments 97 Learning Objectives 97 Big Brother s Big Controversy 97 Cultural Diversity in the Era of Globalization 100 Hofstede s Six Dimensions of National Culture 109 Global Leadership and Organizational Behavior Effectiveness 116 Culture and Cultural Distance 118 Culture and Communication 121 Global Customers 124 Summary 128 Discussion Questions 129 Experiential Exercises 129 Key Terms 129 Appendix—Selected Hofstede Scores 130 Case 3.1 Three Multicultural Marketing Directors Walk into a Bar: And Why It Was No Laughing Matter 135 4 Analyzing Political and Legal Environments 138 Learning Objectives 138 Legal/Global Political Systems 138 Legal Issues for Global Marketing 139 Intellectual Property Issues: Trademarks, Copyrights, and Patents 141 Trade Regulations 148 Marketing Mix Regulations 151 Regulation of Communication 153 Political Risk 155 Measuring Political Risk 156 The Case of Terrorism 160 Managing Political Risk 162 Summary 164 Discussion Questions 164 Experiential Exercises 164 Key Terms 165 Case 4.1 A Tortuous Road Ahead for Proton of Malaysia 167 5 Integrating Global, Regional, and National Markets 173 Learning Objectives 173 Introduction 173 Regionalism or Globalism? 175 Regional Trade 176 Regional Economic Blocs 178 Free-Trade Areas 180 Customs Unions 182 Common Markets 182 How Free Is Intra-EU Trade? 183 Free Versus Fair Trade 188 Emerging Markets 189 The BRIC Countries 191 The Future Potential of Emerging Nations 193 Summary 195 Discussion Questions 195 Experiential Exercises 196 Key Terms 196 Case 5.1 Understanding Global Consumer Behavior in Aesthetic Surgery 19 PART II Global Marketing Functions and Strategies 203_ 6 Conducting Global Marketing Research 205 Learning Objectives 205 Importance of Global Marketing Research 206 Scope of Global Marketing Research 208 The Global Marketing Research Process 222 In-House Versus Outsourcing 228 Analyzing the Data 228 Reporting the Data 230 Summary 234 Discussion Questions 235 Experiential Exercises 235 Key Terms 236 Case 6.1 Estimating Demand in Emerging Markets for Kodak Express 238 7 Entering Global Markets 247 Learning Objectives 247 Introduction 247 Methods of Entry to International Markets 249 Export Modes 249 Intermediate Entry Modes 261 Intermediate Modes with Contract-Based Agreements 262 Intermediate Modes—Equity-Based Agreements 277 Hierarchical Modes 283 Factors That Influence Mode of Entry Decision Process 285 Dynamics of Market Entry 288 Summary 290 Discussion Questions 290 Experiential Exercises 291 Key Terms 291 Case 7.1 Huawei Enters the United States 295 8 International Market Planning 305 Learning Objectives 305 Internationalization 305 The Ansoff Expansion Model 308 Motivation to Internationalize 310 Theories of Internationalization and Market Entry 314 Patterns and Measures of Internationalization 330 Measures of Internationalization and Competitiveness 332 Concentration Ratios 333 Summary 334 Discussion Questions 335 Experiential Exercises 335 Key Terms 335 Case 8.1 Hummus Bar: Dipping into International Markets 339 9 Segmenting, Targeting, and Positioning for Global Markets 347 Learning Objectives 347 Introduction 347 Global Market Segmentation and International Market Selection 348 Macro-Segmentation: First Screening 350 Prioritization: Second Screening 350 Micro-Segmentation 356 Targeting 365 Positioning 372 Summary 377 Discussion Questions 377 Experiential Exercises 378 Key Terms 378 Case 9.1 Hong Kong Disneyland: Chinese Tourists Behavior and Disneyland s Internationalization Strategy 380 PART 111 The Four Ps of Global Marketing 387 _ 10 Developing Global Products and Brands 389 Learning Objectives 389 Introduction 389 Looking for New Growth Opportunities: The Product Life Cycle Across Countries 391 The Standardization Versus Adaptation Dilemma 397 Product Use 402 Product Perception and Expected Benefits 403 Product Attributes 405 Regulations and Standards 407 Physical Characteristics 408 Style and Design, Color and Product Quality 409 Packaging 412 Branding 414 Country of Origin and Place Branding 419 Service Attributes 424 Product Strategies in International Markets 425 Management Orientation 427 Summary 428 Discussion Questions 428 Experiential Exercises 428 Key Terms 429 Case 10.1 Tire Brand Culled Kom MarWr# Yourself for ^cess Globally 435 11 Setting Global Prices 439 Learning Objectives 439 A Challenging Decision 439 Factors Influencing Pricing Decisions 442 Cost- Versus Market-Based Approach 457 New Product Pricing: Skimming Versus Penetration Pricing 459 Standardization Versus Adaptation of Pricing Policies 460 Centralization Versus Decentralization 463 Pricing Strategy Prototypes 464 Transfer Pricing 465 Terms and Methods of Payment 466 Countertrade 467 Summary 467 Discussion Questions 468 Experiential Exercises 468 Key Terms 468 12 Global Placement and Distribution Channels 473 Learning Objectives 473 The Power of Distribution 473 Factors Influencing International Distribution Decisions 474 Internal Factors 475 External Factors 477 Managing International Distribution Channels 480 Types of Channel Intermediaries 486 Internet Retailing 490 Internationalization of Retailing 491 Physical Distribution 495 Summary 499 Discussion Questions 500 Experiential Exercises 500 Key Terms 501 Appendix 501 Case 12.1 FHM—Adapting to Make an International Publishing Brand 509 13 Launching Global Communication and Advertising 512 Learning Objectives 512 A Regional Brand Goes International 512 Global Integrated Marketing Communications 517 Globalized Versus Localized Communication 524 Global Advertising Strategy 529 Adapted Advertising 532 Legal Constraints 534 Culture, Symbols, and Traditions in Advertising 539 The Global Advertising Agency 540 Practical Communications Activities 544 Summary 551 Discussion Questions 551 Experiential Exercises 552 Key Terms 552 Case 13.1 Branding Orlando for Global Competitiveness 556 Part IV New Trends in Global Marketing 577 14 Using Social Media for Global Marketing 579 Learning Objectives 579 An Introduction to Social Marketing 580 Social Marketing Networks 580 The Networked Enterprise—Business Use of Social Networks 586 The Growth of Global Social Marketing Advertising 589 Social Media Use in the BRIC Countries 590 Case Studies of Global Social Marketing Campaigns 593 Legal Aspects of Social Marketing: The Privacy Question 594 The Use of Crowdsourcing as Social Media 596 Crowdsourcing Campaigns Around the World 597 Summary 598 Discussion Questions 599 Experiential Exercises 599 Key Terms 599 Case 14.1 In Search of Book Sales—Social Media Marketing as a Tool for Search Engine Optimization 601 15 Designing and Controlling Global Marketing Systems 604 Learning Objectives 604 Restructuring for Internationalization 604 Product-Based Organizational Format 606 Regional Organizational Format 607 Functional Organizational Format 609 Matrix Organizational Format 610 New Marketing Organization 612 Customer-Centered Organizations 613 Global Marketing Teams 616 Ambidextrous Marketing 618 Agile Marketing 622 Control Mechanisms 624 Informal Control Mechanisms 629 Corporate Culture 629 Management Selection and Training 629 Leadership 631 Summary 633 Discussion Questions 634 Experiential Exercises 634 Key Terms 634 Case 15.1 Evalueserve Inc.: Establishing a Knowledge Outsourcing and Service Marketing Company 637 16 Defining Ethics and Corporate Social Responsibility in the International Marketplace 645 Learning Objectives 645 The Cost of Doing Bad Business 646 Ethics and the Law 649 The Multinational as a Good Corporate Citizen 651 Can a Company Afford Not to Be Ethical? 658 Social Responsibility Pays 660 Anti-Bribery Agreements and Legislation 661 Anti-Corruption Legislation in the BRIC Countries 667 Summary 672 Discussion Questions 672 Experiential Exercises 673 Key Terms 673 Case 16.1 A Case on Serious Problems in Creating a Partnership in Russia 676 Index 681
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title	Global Marketing Contemporary theory, practice, and cases
title_auth	Global Marketing Contemporary theory, practice, and cases
title_exact_search	Global Marketing Contemporary theory, practice, and cases
title_full	Global Marketing Contemporary theory, practice, and cases Ilan Alon, Eugene Jaffe, Christiane Prange, and Donata Vianelli
title_fullStr	Global Marketing Contemporary theory, practice, and cases Ilan Alon, Eugene Jaffe, Christiane Prange, and Donata Vianelli
title_full_unstemmed	Global Marketing Contemporary theory, practice, and cases Ilan Alon, Eugene Jaffe, Christiane Prange, and Donata Vianelli
title_short	Global Marketing
title_sort	global marketing contemporary theory practice and cases
title_sub	Contemporary theory, practice, and cases
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