Global marketing
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Boston, Mass. [u.a.]
Pearson
2013
|
| Ausgabe: | 7. ed., global ed. |
| Schriftenreihe: | Always learning
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
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MARC
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| 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 | ||
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| 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 |
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Datensatz im Suchindex
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| _version_ | 1824052854584770560 |
| 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. |
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| 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 |
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| dewey-search | 658.84 |
| dewey-sort | 3658.84 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 7. ed., global ed. |
| format | Book |
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| illustrated | Illustrated |
| indexdate | 2025-02-14T17:56:55Z |
| institution | BVB |
| isbn | 9780273766711 0273766716 |
| language | English |
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| publishDate | 2013 |
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| 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 |
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