Global marketing (Paperback)

The text utilizes a three-pronged framework to organize the discussion of how to conduct global business: Foreign Entry, Local Marketing, and Global Management. It seeks to develop the varied skills a marketing manager needs to be successful in each of these tasks. Legal, regulatory, political, and cultural, issues are discussed as appropriate throughout the text. Excellent examples and cases help students move from concept to application.

Key Features
Three Chapters on Local Marketing Abroad: These "Local Marketing" chapters (7-10) discuss strategies for entering both mature and new growth local markets. Early Coverage of Globalization and Anti-globalization: The first chapter in the book is organized to present an accurate picture of what is happening in the global marketplace, including coverage of the negative aspects of global business in the current context. The Effect of Technology and the Internet on Global Commerce: New coverage is introduced early in the text and then integrated throughout the text where appropriate. This edition has more focus on understanding customers, consumers and B2B.. New chapter on Global Segmentation and Positioning.

Table of Contents
* PART I: FUNDAMENTALS
* Chapter 1: The Global Marketing Job .
* Chapter 2: Theoretical Foundations .
* Chapter 3: Cultural Foundations .
* PART II: FOREIGN ENTRY
* Chapter 4: Country Attractiveness .
* Chapter 5: Export Expansion.
* Chapter 6: Licensing, Strategic Alliances, FDI .
* PART III: LOCAL MARKETING
* Chapter 7: Understanding Local Buyers .
* Chapter 8: Local Marketing in Mature Markets .
* Chapter 9: Local Marketing in New Growth Markets .
* Chapter 10: Local Marketing in Emerging Markets .
* PART IV: GLOBAL MANAGEMENT
* Chapter 11: Global Segmentation and Positioning .
* Chapter 12 Global Products .
* Chapter 13: Global Services .
* Chapter 14: Global Pricing .
* Chapter 15: Global Distribution .
* Chapter 16: Global Advertising .
* Chapter 17: Global Promotion, E-Commerce, and Personal Selling .
* Chapter 18: Organizing for Global Marketing .
* Appendix: Global Marketing Planning.