- Global Marketing, Global Edition, 8/E
- ISBN-10: 1292017384 • ISBN-13: 9781292017389
- ©2015 • Pearson Higher Education • Paper, 608 pp
- Published 01 May 2014
Pearson
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In this section:
- About This Product
- Features
- New to This Edition
- Table of Contents
- Preface (PDF)
- Courses
- Next Edition(s)
About This Product
Description
For undergraduate and graduate courses in global marketing
The excitement, challenges, and controversies of global marketing.
Global Marketing reflects current issues and events while offering conceptual and analytical tools that will help students apply the 4Ps to global marketing.
MyMarketingLab for Global Marketing is a total learning package. MyMarketingLab is an online homework, tutorial, and assessment program that truly engages students in learning. It helps students better prepare for class, quizzes, and exams–resulting in better performance in the course–and provides educators a dynamic set of tools for gauging individual and class progress.
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Features
Bring Global Marketing to Life with Real-World Examples
- NEW! New and Revised Cases: The cases in this text were written to encourage student interest and learning, stimulate class discussion, and enhance the classroom experience for students and instructors.
- NEW! Show the importance of analytics: Marketing Metric and Analytics Section. In today’s economic environment marketing needs to justify its existence, which is why this text now includes a new section that focuses on quantitative measures and analytics, such as return on investment.
- NEW! Analyze one of the most important topics in the field: Coverage of Social Media and Web 2.0. The impact of Social Media on global marketing activities has increased dramatically since the last edition–new discussions on this trend are integrated throughout the text.
Highlight Key Emerging Markets
- NEW! Expose the importance of a key emerging market: Coverage on Africa. Africa’s renaissance is another current trend that’s tracked in the seventh edition. Seemingly every day the business press announces another global company that plans to enter Africa or expand operations there. This edition highlights these developments and also provides “Africa 3.0,” the lead-in case to Chapter 15 that explores the way mobile phones are transforming business and home life across the continent.
- NEW! Highlight the growing impact of emerging nations: Continued Expanded Coverage on Emerging Markets. The unifying theme of the fifth edition was the growing impact of emerging nations in general–Brazil, Russia, India, and China.
- In the sixth edition, coverage of emerging markets was expanded to include how Mexico, Indonesia, Nigeria, Turkey, and a handful of other emerging nations thathave been rapidly approaching the “tipping point” in terms of both competitive vigor and marketing opportunity.
- In this edition, the path of the nascent economic recovery and the resulting shifts in global market opportunities and threats are highlighted. New phrases such as austerity, capital flight, currency wars, double-dip recession, global imbalances, global rebalancing, quantitative easing (QE), and sovereign-debt crisis have been introduced into the discourse.
New To This Edition
Bring Global Marketing to Life with Real-World Examples
- NEW! New and Revised Cases: The cases in this text were written to encourage student interest and learning, stimulate class discussion, and enhance the classroom experience for students and instructors.
- NEW! Show the importance of analytics: Marketing Metric and Analytics Section. In today’s economic environment marketing needs to justify its existence, which is why this text now includes a new section that focuses on quantitative measures and analytics, such as return on investment.
- NEW! Analyze one of the most important topics in the field: Coverage of Social Media and Web 2.0. The impact of Social Media on global marketing activities has increased dramatically since the last edition–new discussions on this trend are integrated throughout the text.
Highlight Key Emerging Markets
- NEW! Expose the importance of a key emerging market: Coverage on Africa. Africa’s renaissance is another current trend that’s tracked in the seventh edition. Seemingly every day the business press announces another global company that plans to enter Africa or expand operations there. This edition highlights these developments and also provides “Africa 3.0,” the lead-in case to Chapter 15 that explores the way mobile phones are transforming business and home life across the continent.
- NEW! Highlight the growing impact of emerging nations: Continued Expanded Coverage on Emerging Markets. The unifying theme of the fifth edition was the growing impact of emerging nations in general–Brazil, Russia, India, and China.
- In the sixth edition, coverage of emerging markets was expanded to include how Mexico, Indonesia, Nigeria, Turkey, and a handful of other emerging nations thathave been rapidly approaching the “tipping point” in terms of both competitive vigor and marketing opportunity.
- In this edition, the path of the nascent economic recovery and the resulting shifts in global market opportunities and threats are highlighted. New phrases such as austerity, capital flight, currency wars, double-dip recession, global imbalances, global rebalancing, quantitative easing (QE), and sovereign-debt crisis have been introduced into the discourse.
Table of Contents
Part I. Introduction
Chapter 1. Introduction to Global Marketing
Case 1-1. The Global Marketplace Is Also Local
Case 1-1. The Global Marketplace (continued)
Case 1-2. McDonald’s Expands Globally While Adjusting Its Local Recipe
Case 1-3. Apple versus Samsung: The Battle for Smartphone Supremacy Heats Up
Part II. The Global Marketing Environment
Chapter 2. The Global Economic Environment
Case 2-1. A New Front in the Battle of Ideas
Case 2-1. A New Front in the Battle of Ideas (continued)
Case 2-2. Argentina Uncorks Malbec; World Ready for a Glass
Chapter 3. The Global Trade Environment
Case 3-1. Global Trading Partners Look East and West for Economic Growth
Case 3-1. Will New Trade Partnerships Fuel East-West Growth? (continued)
Case 3-2. Will the Euro Survive? The Euro Zone Fights for Its Life
Chapter 4. Social and Cultural Environments
Case 4-1. Will Tourism Ruin Venice?
Case 4-1. Is Tourism the Savior or the Scourge of Venice? (continued)
Case 4-2. Soccer and the Fashion World
Chapter 5. The Political, Legal, and Regulatory Environments
Case 5-1. Mr. President–Free Pussy Riot!
Case 5-1. Mr. President–Free Pussy Riot! (continued)
Case 5-2. America’s Cuban Conundrum
Case 5-3. Gambling Goes Global on the Internet
Part III. Approaching Global Markets
Chapter 6. Global Information Systems and Market Research
Case 6-1. Market Research Keeps Coach at the Cutting Edge of Fashion
Case 6-1. Market Research Keeps Coach at the Cutting Edge of Fashion (continued)
Case 6-2. Research Helps Whirlpool Keep Its Cool at Home, Act Local in Emerging Markets
Chapter 7. Segmentation, Targeting, and Positioning
Case 7-1. Global Companies Target Low-Income Consumers (A)
Case 7-1. Global Companies Target Low-Income Consumers (A) (continued)
Case 7-2. Cosmetics Giants Segment the Global Cosmetics Market
Chapter 8. Importing, Exporting, and Sourcing
Case 8-1. Can the United States Double Its Exports by 2015?
Case 8-1. Increasing U.S. Exports (continued)
Case 8-2. Asian Shoe Exports to Europe
Case 8-3. A Day in the Life of an Export Coordinator
Chapter 9. Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances
Case 9-1. Starbucks Expands Abroad
Case 9-1. Starbucks’ Global Expansion (continued)
Case 9-2. Jaguar’s Passage to India
Part IV. The Global Marketing Mix
Chapter 10. Brand and Product Decisions in Global Marketing
Case 10-1. Suzlon Energy
Case 10-1. Suzlon Energy (continued)
Case 10-2. The Smart Car
Chapter 11. Pricing Decisions
Case 11-1. Global Companies Target Low-Income Consumers (B)
Case 11-1. Global Companies Target Low-Income Consumers (B) (continued)
Case 11-2. LVMH and Luxury Goods Marketing
Case 11-3. One Laptop Per Child
Chapter 12. Global Marketing Channels and Physical Distribution
Case 12-1. Walmart’s Adventures in India
Case 12-1. Can Walmart Crack the Retail Code in India? (continued)
Case 12-2. Fail! Tesco Strikes Out in the United States
Chapter 13. Global Marketing Communications Decisions I: Advertising and Public Relations
Case 13-1. The Gulf Oil Spill: BP’s Public Relations Nightmare
Case 13-1. The BP Oil Spill (continued)
Case 13-2. Scotch Whisky in China: A Taste of the Good Life
Chapter 14. Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication
Case 14-1. Red Bull
Case 14-1. Red Bull (continued)
Case 14-2. Marketing an Industrial Product in Latin America
Chapter 15. Global Marketing and the Digital Revolution
Case 15-1. Africa 3.0
Case 15-1. Africa 3.0 (continued)
Case 15-2. Global Marketers Discover Social Media
Part V. Strategy and Leadership in the Twenty-First Century 488
Chapter 16. Strategic Elements of Competitive Advantage
Case 16-1. Volkswagen Aims for the Top
Case 16-1. Volkswagen (continued)
Case 16-2. IKEA
Case 16-3. LEGO
Chapter 17. Leadership, Organization, and Corporate Social Responsibility
Case 17-1. A Changing of the Guard at Unilever
Case 17-1. Unilever (continued)
Glossary
Author/Name Index
Subject/Organization Index
Next Editions
In this section:
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Websites and Online Courses
- GlobalMarketing OLP w/eTxt Global Edition, 8/E
- ISBN-10: 1292069651 • ISBN-13: 9781292069654
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- MyMarketingLab Instant Access for Global Marketing, Global Edition, 8/E
- ISBN-10: 1292069635 • ISBN-13: 9781292069630
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- Online purchase price: £25.00
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In this section:
- Instructor Resources
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Websites and online courses
- GlobalMarketing OLP w/eTxt Global Edition, 8/E
- ISBN-10: 1292069651 • ISBN-13: 9781292069654
- ©2015 • Online • Live
- Online purchase price: £40.99
- More info
- MyMarketingLab Instant Access for Global Marketing, Global Edition, 8/E
- ISBN-10: 1292069635 • ISBN-13: 9781292069630
- ©2015 • Online • Live
- Online purchase price: £25.00
- More info
Websites and Online Courses
- GlobalMarketing OLP w/eTxt Global Edition, 8/E
- ISBN-10: 1292069651 • ISBN-13: 9781292069654
- ©2015 • Online • Live
- Online purchase price: £40.99
- More info | Students, buy access
- MyMarketingLab Instant Access for Global Marketing, Global Edition, 8/E
- ISBN-10: 1292069635 • ISBN-13: 9781292069630
- ©2015 • Online • Live
- Online purchase price: £25.00
- More info | Students, buy access
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- Global Marketing, Global Edition, 8/E
Keegan & Green
ISBN-10: 1292017384 • ISBN-13: 9781292017389
©2015 • Paper, 608 pp
- Global Marketing, Pearson eText, Global Edition, 8/E
Keegan & Green
ISBN-10: 1292069562 • ISBN-13: 9781292069562
©2014 • Online
- Global Marketing, Global Edition, 8/E
