| Edition |
16th ed. |
| Description |
xxxiii, 638 pages : color illustrations ; 29 cm |
|
text txt rdacontent |
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unmediated n rdamedia |
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volume nc rdacarrier |
| Note |
Includes indexes. |
| Contents |
pt. I. Overview -- 1. Scope and challenge of international marketing -- 2. Dynamic environment of international trade -- pt. II. The cultural environment of global markets -- 3. History and geography : the foundations of culture -- 4. Cultural dynamics in assessing global markets -- 5. Culture, management style, and business systems -- 6. The political environment : a critical concern -- 7. The international legal environment : playing by the rules -- pt. III. Assessing global market opportunities -- 8. Developing a global vision through marketing research -- 9. Economic development and the Americas -- 10. Europe, Africa, and the Middle East -- 11. The Asia Pacific region -- pt. IV. Developing global marketing strategies -- 12. Global marketing management : planning and organization -- 13. Products and services for consumers -- 14. Products and services for businesses -- 15. International marketing channels -- 16. Integrated marketing communications and international advertising -- 17. Personal selling and sales management -- 18. Pricing for international markets -- pt. V. Implementing global marketing strategies -- 19. Inventive negotiations with international customers, partners, and regulators -- pt. VI. Supplementary material -- The country notebook : a guide for developing a marketing plan -- Cases -- 1. Overview -- Starbucks : going global fast -- Nestlé : the infant formula controversy -- Coke and Pepsi learn to compete in India -- Marketing microwave ovens to a new market segment -- 2. Cultural environment of global marketing -- The Not-So-Wonderful World of EuroDisney : things are better now at Disneyland Resort Paris -- Cultural norms, fair & lovely, and advertising -- Starnes-Brenner Machine Tool Company : to bribe or not to bribe? -- Ethics and Airbus -- Coping with corruption in trading with Vietnam -- When international buyers and sellers disagree -- McDonald's and obesity -- Ultrasound machines, India, China, and a skewed sex ratio -- Coping with piracy in China -- 3. Assessing global market opportunities -- International marketing research at the Mayo Clinic -- Swifter, higher, stronger, dearer -- Marketing to the bottom of the pyramid -- Continued growth for Zara and Inditex -- A Sea Launch recovery? -- 4. Developing global marketing strategies -- Tambrands : overcoming cultural resistance -- Iberia Airlines builds a BATNA -- Sales negotiations abroad for MRI systems -- National office machines : motivating Japanese salespeople : straight salary or commission? -- AIDS, condoms, and carnival -- Making socially responsible and ethical marketing decisions : selling tobacco to Third World countries -- The obstacles to introducing a new product into a new market -- Mary Kay in India. |
| Summary |
Providing a well-rounded perspective of international markets that encompasses history, geography, language, and religion as well as economics, this book helps students to see the cultural and environmental uniqueness of any nation or region. |
| Subject |
Export marketing.
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International business enterprises.
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Export marketing. (OCoLC)fst00918703
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International business enterprises. (OCoLC)fst00976774
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| Added Author |
Gilly, Mary C.
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Graham, John L.
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| ISBN |
9780073529974 (alk. paper) |
|
0073529974 (alk. paper) |
|
