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Global Marketing Management Changes, New Challenges, and Strategies Third Edition
Kiefer Lee Principal Lecturer in Marketing, Sheffield Hallam University
Steve Carter Professor of Marketing, Edinburgh Business School
OXFORD UNIVERSITY PRESS
DETAILED CONTENTS
List of Vignettes
xvi
List of Figures
xix
List of Tables
xxi
Guide to the Book
xxii
Guide to the Online Resource Centre
xxiv
PART ONE Understanding the Global Marketing Environment
Chapter 1: Changes and New Challenges What is Global Marketing?
6
Changes in the Global Market Environment
8
The Need for a New Approach to Global Marketing
20
Organizing for Global Marketing
31
Chapter 2: The Global Marketing Environment
38
The Global Marketing Environment: A Definition
40
Factors within the Global Environment
42
The Political Environment
44
The Legal Environment
48
The Economic Environment
49
The Socio-cultural Environment
61
The Technological Environment
62
The Competitive Environment
67
The Currency Environment
72
Pressure Groups
73
Chapter 3: Understanding Globalization
79
What is Globalization?
81
Opportunity or Threat?
88
Global Migration
97
Environmental Sustainability
100
xii
DETAILED CONTENTS
Chapter 4: Understanding Global Cultures and Buyer Behaviour
110
What is Culture?
112
Understanding Consumer Behaviour
121
Culture and Consumer Behaviour
123
Managing Cultural Differences
126
Conducting Cross-cultural Analysis
128
Commodity Trading
138
Government Buying Behaviour
139
Organizational Buyers or B2B Buyer Behaviour
140
Culture and Ethics
142
Chapter 5: Understanding Social, Ethical, and Ecological Aspects of Market Planning
148
History and Scope of CSR, CSP, and Sustainability
151
The Advantages and Dangers of'doing the right thing'
' 153
Sustainability and Marketing
158
Ethical responsibility
161
Corruption in Global Markets
170
Chapter 6: Opportunity Analysis and Selection of Markets
179
Global Market Selection
180
Marketing Information System
181
International Marketing Research
182
Global Market Segmentation
195
Selecting Markets for Targeting
199
Part One Case Study: Charting New Frontiers in Digital Music
214
PART TWO The Development of Global Marketing Strategies
Chapter 7: Market Entry Strategies
219
The International Marketing Environment and its Effect on Market Entry Strategies
220
The Process of Internationalization
223
Other Theories of Internationalization
234
International Business Models
235
Market Entry Modes
239
DETAILED CONTENTS
The Electronic Marketplace Marketing Strategy and Mode of Entry
245 246
Chapter 8: Creating, Developing, and Maintaining Competitive Advantage
255
National Competitiveness and Global Competition Factors Affecting the Growth of Global Competition
256 258
Strategy and Competitive Advantage The Anatomy of Competitive Advantage
264 265
Creating Competitive Advantage through Generic Strategies
269
The Resource-based Theory of Competitive Advantage New Sources of Competitive Advantage
273 275
Chapter 9: Product and Brand Management
287
The Components of the International Product
288
International Product Management Product Strategy Strategic International Branding New Product Development
291 296 302 312
Chapter 10: Global Services Marketing
321
The Significance of Services in the Global Economy
322
The Drivers for Growth in Cross-border Services Defining Cross-border Services
323 328
The Challenges of Marketing Services Internationally International Retail Franchising The Strategic Considerations for Marketing Services Globally
333 337 338
Chapter 11: Management of Global Communications
351
Changes and Issues in Marketing Communications Moving beyond the 'Standardize or Localize' Debate
352 352
The Drive towards Integration Advertising Public Relations
356 359 367
Direct-response Marketing Sponsorship
370 374
Exhibitions and Trade Fairs
376
Planning for Online Communications
378
xiii
xiv
DETAILED CONTENTS
Chapter 12: Managing Supply Chain and Distribution
389
A New Approach to Managing Supply Chains and Distribution
391
Factors Affecting Global Supply Chain Decisions Collaboration in the Supply Chain Developing Market-responsive Supply Chain Strategies
394 399 405
Chapter 13: Managing Global Marketing Relationships
420
What is a Marketing Relationship? , Managing Marketing Relationships
Factors Affecting Global Pricing Decisions Pricing Strategy Specific Price Approaches ,
456 459 462
Price Adaptation
465
Price Changes Special Issues in Global Price Setting
471 472
The Export Order Process Terms of Access Special Trade Terms in Exporting (Incoterms) Export Documentation
482 484 485 485
Part Two Case Study: The Global Thirst for Bottled Soft Drinks
493
PART THREE Implementing and Coordinating Global Marketing Operations Chapter 15: Sales Force Management and Negotiation
499
The Changing Nature of Sales Management International Sales Management Decisions
501 503
Cultural Impact on International Sales Force Management Developing Customer-oriented Personal Selling
506 510
DETAILED CONTENTS
Sales Negotiations and the Effect of Culture
511
Preparing for Selling and Negotiating Preparation for Sales Negotiations The Transactional Sales Negotiation Process The Relationship Approach to Sales Negotiation
512 513 515 515
Ethical Considerations in Global Negotiations The Role of Training
518 520
Chapter 16: Organizing and Controlling Global Marketing Operations
527
Philosophy of Management Planning for Global Marketing Global Control Mechanisms Organizing for Global Marketing Issues in Global Organizational Structures Part Three Case Study: Expanding Higher Education in Southern Africa