Global marketing: contemporary theory, practice, and cases
Gespeichert in:
| Beteiligte Personen: | , , , |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
New York ; London
Routledge, Taylor & Francis Group
2017
|
| Ausgabe: | 2nd edition |
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029384153&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | xxvi, 699 Seiten Illustrationen, Diagramme, Karten |
| ISBN: | 9781138807884 9781138807877 |
Internformat
MARC
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| 250 | |a 2nd edition | ||
| 264 | 1 | |a New York ; London |b Routledge, Taylor & Francis Group |c 2017 | |
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| 650 | 4 | |a Export marketing. | |
| 650 | 4 | |a Export marketing / Case studies. | |
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| 650 | 7 | |a BUSINESS & ECONOMICS / Organizational Behavior |2 bisacsh | |
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Datensatz im Suchindex
| _version_ | 1819335718194905088 |
|---|---|
| adam_text | List of Figures xix
List of Geo Maps uii
List of Tables xxiii
List of Boxes XXV
PART I
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
CONTENTS
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 1 S3
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
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
CONTENTS
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 198
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
CONTENTS
xiii
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 30S
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
xiv
CONTENTS
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 III
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 40S
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 42S
Management Orientation 427
Summary 428
Discussion Questions 428
Experiential Exercises 428
Key Terms 429
Case 10.1 The Brand Called You: Marketing Yourself for Success Globally 435
CONTENTS
XV
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
xvi
CONTENTS
Key Terras SOI
Appendix SOI
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 Terns 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
CONTENTS
xvii
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
xviii
CONTENTS
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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| isbn | 9781138807884 9781138807877 |
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| spellingShingle | Alon, Ilan 1971- Jaffe, Eugene D. Prange, Christiane Vianelli, Donata Global marketing contemporary theory, practice, and cases Export marketing. Export marketing / Case studies. BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Wirtschaft Internationales Marketing (DE-588)4125431-4 gnd |
| subject_GND | (DE-588)4125431-4 (DE-588)4522595-3 |
| 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 |
| topic | Export marketing. Export marketing / Case studies. BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Wirtschaft Internationales Marketing (DE-588)4125431-4 gnd |
| topic_facet | Export marketing. Export marketing / Case studies. BUSINESS & ECONOMICS / Industrial Management BUSINESS & ECONOMICS / Management BUSINESS & ECONOMICS / Management Science BUSINESS & ECONOMICS / Organizational Behavior Wirtschaft Internationales Marketing Fallstudiensammlung |
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