- Keegan, Warren J.
- Green, Mark C
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- Includes bibliographical references and index.
- PART I - INTRODUCTION Chapter 1 Introduction to Global Marketing Case 1-1 McDonald's Expands Globally While Adjusting Its Local Recipe Case 1-2 Acer Inc. PART II - THE GLOBAL MARKETING ENVIRONMENT Chapter 2 The Global Economic Environment Case 2-1 Vietnam's Market Potential Case 2-2 Is China's Currency Too Strong? Chapter 3 The Global Trade Environment Case 3-1 The Free Trade Area of the Americas Chapter 4 Social and Cultural Environments Case 4-1 Fair Trade Coffee: Ethics, Religion and Sustainable Production Case 4-2 Barbie: The American Girl Goes Global Chapter 5 The Political, Legal, and Regulatory Environments of Global Marketing - Case 5-1 America's Cuba Conundrum Case 5-2 Genetically Modified Organisms PART III - APPROACHING GLOBAL MARKETS Chapter 6 Global Information Systems and Market Research Case 6-1 Research Helps Whirlpool Act Local in a Global Market Chapter 7 Segmentation, Targeting, and Positioning Case 7-1 Carmakers Target Gen Y Case 7-2 The Youth of the World Proclaim " We Want Our MTV" Chapter 8 Importing, Exporting, and Sourcing Case 8-1 Concerns about Factory Safety and Worker Exploitation in Developing Countries Case 8-2 U.S. Sugar Subsidies-Too Sweet a Deal? Chapter 9 Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances Case 9-1 Ford Bets Billions on Jaguar Case 9-2 SABMiller in China PART IV - THE GLOBAL MARKETING MIX Chapter 10 Product and Brand Decisions Case 10-1 The Video Console Wars Case 10-2 The Smart Car Chapter 11 Pricing Decisions Case 11-1 LVMH and Luxury Goods Marketing Chapter 12 Global Marketing Channels and Physical Distribution Case 12-1 Carrefour Expands Abroad Case 12-2 The Future of Radio Frequency Identification Chapter 13 Global Marketing Communications Decisions I: Advertising and Public Relations Case 13-1 Adidas-Solomon Chapter 14 Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, Special Forms of Marketing Communication, Case 14-1 Marketing an Industrial Product in Latin America PART V - STRATEGY AND LEADERSHIP IN THE 21ST CENTURY Chapter 15 Strategic Elements of Competitive Advantage Case 15-1 Kodak in the Twenty First Century: The Search for New Sources of Competitive Advantage Case 15-2 Lego Chapter 16 Leading, Organizing, and Controlling the Global Marketing Effort Case 16-1 A Marketer Takes the Wheel at Volkswagen AG: Case 16-2 Boeing Versus Airbus: A Battle for the Skies Chapter 17 The Digital Revolution and the Global E-Marketplace Case 17-1 eBay in Asia Case 17-2 Blackberry in Japan OR Case 17-2 Apple and the Digital Rights Management Controversy
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