Global Marketing :
Green, Mark C.
Global Marketing : [electronic book] / - 10th ed., global edition - Harlow, United Kingdom : Pearson Education, Limited, 2020. - 1 online resource (629 pages)
Cover -- Title Page -- Copyright Page -- Brief Contents -- Contents -- Preface -- Acknowledgments -- PART ONE: INTRODUCTION -- Chapter 1 Introduction to Global Marketing -- Case 1-1 The Global Marketplace Is Also Local -- 1-1 Introduction and Overview -- 1-2 Principles of Marketing: A Review -- Competitive Advantage, Globalization, and Global Industries -- 1-3 Global Marketing: What it is and What it isn't -- 1-4 The Importance of Global Marketing -- 1-5 Management Orientations -- Ethnocentric Orientation -- Polycentric Orientation -- Regiocentric Orientation -- Geocentric Orientation 1-6 Forces Affecting Global Integration and Global Marketing -- Driving Forces -- MULTILATERAL TRADE AGREEMENTS -- CONVERGING MARKET NEEDS AND WANTS AND THE INFORMATION REVOLUTION -- TRANSPORTATION AND COMMUNICATION IMPROVEMENTS -- PRODUCT DEVELOPMENT COSTS -- QUALITY -- WORLD ECONOMIC TRENDS -- LEVERAGE -- Experience Transfers -- Scale Economies -- RESOURCE UTILIZATION -- GLOBAL STRATEGY -- INNOVATION AND ENTREPRENEURSHIP -- Restraining Forces -- MANAGEMENT MYOPIA AND ORGANIZATIONAL CULTURE -- NATIONAL CONTROLS -- OPPOSITION TO GLOBALIZATION -- 1-7 Outline of This Book -- Summary Discussion Questions -- 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 TWO: THE GLOBAL MARKETING ENVIRONMENT -- Chapter 2 The Global Economic Environment -- Case 2-1 India's Economy at the Crossroads: Can Prime Minister Narendra Modi Deliver Acche Din? -- 2-1 The World Economy-Overview of Major Changes -- 2-2 Economic Systems -- Market Capitalism -- Centrally Planned Socialism -- Centrally Planned Capitalism and Market Socialism 2-3 Stages of Market Development -- Low-Income Countries -- Lower-Middle-Income Countries -- Upper-Middle-Income Countries -- Marketing Opportunities in LDCs and Developing Countries -- High-Income Countries -- Marketing Implications of the Stages of Development -- 2-4 Balance of Payments -- 2-5 Trade in Merchandise and Services -- Overview of International Finance -- Economic Exposure -- Managing Exchange Rate Exposure -- Summary -- Discussion Questions -- Case 2-1 India's Economy at the Crossroads: Can Prime Minister Narendra Modi Deliver Acche Din? (continued) Case 2-2 A Day in the Life of a Contracts Analyst at Cargill -- Chapter 3 The Global Trade Environment -- Case 3-1 Breaking Up Is Hard to Do: Britons Contemplate "Brexit" -- 3-1 The World Trade Organization and GATT -- 3-2 Preferential Trade Agreements -- Free Trade Area -- Customs Union -- Common Market -- Economic Union -- 3-3 North America -- 3-4 Latin America: SICA, Andean Community, Mercosur, and CARICOM -- Central American Integration System -- Andean Community -- Common Market of the South (Mercosur) -- Caribbean Community and Common Market (CARICOM)
This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content, which is especially relevant to students outside the United States. For courses in global marketing. Familiarizes students with global marketing and the global business environmentGlobal Marketin.
9781292304083
Export marketing.
Marketing
658.84 / GRE
Global Marketing : [electronic book] / - 10th ed., global edition - Harlow, United Kingdom : Pearson Education, Limited, 2020. - 1 online resource (629 pages)
Cover -- Title Page -- Copyright Page -- Brief Contents -- Contents -- Preface -- Acknowledgments -- PART ONE: INTRODUCTION -- Chapter 1 Introduction to Global Marketing -- Case 1-1 The Global Marketplace Is Also Local -- 1-1 Introduction and Overview -- 1-2 Principles of Marketing: A Review -- Competitive Advantage, Globalization, and Global Industries -- 1-3 Global Marketing: What it is and What it isn't -- 1-4 The Importance of Global Marketing -- 1-5 Management Orientations -- Ethnocentric Orientation -- Polycentric Orientation -- Regiocentric Orientation -- Geocentric Orientation 1-6 Forces Affecting Global Integration and Global Marketing -- Driving Forces -- MULTILATERAL TRADE AGREEMENTS -- CONVERGING MARKET NEEDS AND WANTS AND THE INFORMATION REVOLUTION -- TRANSPORTATION AND COMMUNICATION IMPROVEMENTS -- PRODUCT DEVELOPMENT COSTS -- QUALITY -- WORLD ECONOMIC TRENDS -- LEVERAGE -- Experience Transfers -- Scale Economies -- RESOURCE UTILIZATION -- GLOBAL STRATEGY -- INNOVATION AND ENTREPRENEURSHIP -- Restraining Forces -- MANAGEMENT MYOPIA AND ORGANIZATIONAL CULTURE -- NATIONAL CONTROLS -- OPPOSITION TO GLOBALIZATION -- 1-7 Outline of This Book -- Summary Discussion Questions -- 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 TWO: THE GLOBAL MARKETING ENVIRONMENT -- Chapter 2 The Global Economic Environment -- Case 2-1 India's Economy at the Crossroads: Can Prime Minister Narendra Modi Deliver Acche Din? -- 2-1 The World Economy-Overview of Major Changes -- 2-2 Economic Systems -- Market Capitalism -- Centrally Planned Socialism -- Centrally Planned Capitalism and Market Socialism 2-3 Stages of Market Development -- Low-Income Countries -- Lower-Middle-Income Countries -- Upper-Middle-Income Countries -- Marketing Opportunities in LDCs and Developing Countries -- High-Income Countries -- Marketing Implications of the Stages of Development -- 2-4 Balance of Payments -- 2-5 Trade in Merchandise and Services -- Overview of International Finance -- Economic Exposure -- Managing Exchange Rate Exposure -- Summary -- Discussion Questions -- Case 2-1 India's Economy at the Crossroads: Can Prime Minister Narendra Modi Deliver Acche Din? (continued) Case 2-2 A Day in the Life of a Contracts Analyst at Cargill -- Chapter 3 The Global Trade Environment -- Case 3-1 Breaking Up Is Hard to Do: Britons Contemplate "Brexit" -- 3-1 The World Trade Organization and GATT -- 3-2 Preferential Trade Agreements -- Free Trade Area -- Customs Union -- Common Market -- Economic Union -- 3-3 North America -- 3-4 Latin America: SICA, Andean Community, Mercosur, and CARICOM -- Central American Integration System -- Andean Community -- Common Market of the South (Mercosur) -- Caribbean Community and Common Market (CARICOM)
This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content, which is especially relevant to students outside the United States. For courses in global marketing. Familiarizes students with global marketing and the global business environmentGlobal Marketin.
9781292304083
Export marketing.
Marketing
658.84 / GRE