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| ◇ Global Marketing ◇ |
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| 類別 |
Marketing |
| 定價 |
1090 元
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年份 |
2005 |
| 書碼 |
S661 |
ISBN |
0131968548 |
| 作者 |
Keegan |
譯者 |
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| 版次 |
第4版 |
裝訂 |
平裝 |
| 優惠價 |
981 元
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| 教學配件 |
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For undergraduate Global/International Marketing courses. Suitable at the MBA level if used with supplemental cases.
Global Marketing, 4e, draws students into the excitement, challenges, and controversies of global marketing. Its paperback format gives adopters flexibility while ensuring the total cost to students is reasonable. The fourth edition is packed with new chapter opening vignettes, end-of-chapter cases (50% new!), and new coverage including more on global digital marketing (Ch 17) and CRM (Ch 6).
Paperback, two-color format.
Gives instructors the flexibility to choose a supplementary reader while ensuring that the total cost to students is reasonable.
NEW - Chapter-opening vignettes – Based on current topics that will capture and hold student interest.
New vignettes include “Russia’s Economic Recovery” (Chapter 2); “France/U.S. Culture Clash” (Chapter 4); “Furniture Imports from China” (Chapter 8); “SAB Miller” (Chapter 9); “Microsoft Launches Xbox” (Chapter 13); and “Barry Diller: Global eCommerce Mogul” (Chapter 17).
NEW - End-of-chapter cases — 50% new to this edition
New cases include “Ecuador Adopts the Dollar” (Chapter 3), “Fair Trade Coffee: Ethics, Religion, and Marketing” (Chapter 4), “Nokia” (Chapter 7), “The Future of RFID” (Chapter 12). Holdover cases have been revised and updated, along with country statistics and league tables.
NEW - Chapter 17: The Digital Revolution and the Global E-Marketplace — This new chapter includes updated and expanded case: Will Online Music Services Rescue the Global Music Industry?
Provides students with a complete overview of global e-commerce including background, current trends and issues, and the impact of Wi-Fi, broadband, and other new technologies on global marketing.
NEW - Stronger emphasis on the need to localize in emerging markets—Includes such markets as Brazil, India, and China.
Helps students understand crucial marketing decisions facing global marketers.
NEW - New section (Chapter 6) on implementing global CRM.
Provides students with overview of cutting-edge IT tools that harness the power of the Internet.
NEW - Boxed feature: “Global Marketing Q&A"
Top executives from well-known global companies explain their marketing strategies.
Superior explanation of documentary credits in import/export (Chapter 8).
Provides students who will start their careers in the import/export departments will get the necessary background to support a strong cover letter and job interview. |
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I. INTRODUCTION.
1. Introduction to Global Marketing.
II. THE GLOBAL MARKETING ENVIRONMENT.
2. The Global Economic Environment.
3. The Global Trade Environment.
4. Social and Cultural Environments.
5. The Political, Legal, and Regulatory Environments of Global Marketing.
III. APPROACHING GLOBAL MARKETS.
6. Global Information Systems and Market Research.
7. Segmentation, Targeting, and Positioning.
8. Importing, Exporting, and Sourcing.
9. Global Market Entry Strategies: Licensing,
Investment, and Strategic Alliances.
IV. THE GLOBAL MARKETING MIX.
10. Product and Brand Decisions.
11. Pricing Decisions.
12. Global Marketing Channels and Physical Distribution.
13. Global Marketing Communications Decisions I:
Advertising and Public Relations.
14. Global Marketing Communications Decisions II: Sales Promotion,
Personal Selling, Special Forms of Marketing Communication.
V. STRATEGY AND LEADERSHIP IN THE 21st CENTURY.
15. Global Marketing and the Digital Revolution.
16. Strategic Elements of Competitive Advantage.
17. Leading, Organizing, and Controlling the
Global Marketing Effort.
Glossary |
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Warren J. Keegan, Pace University
Mark C. Green, Simpson College |
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| 作者 Keegan |
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