Global Marketing /
Green, Mark C.
Global Marketing / - 10th ed., global edition - Harlow, United Kingdom : Pearson Education, Limited, 2020. - 629 pages : col. ill., plates ; 30 cm.
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)
9781292304021
Export marketing.
Marketing
658.84 / GRE
Global Marketing / - 10th ed., global edition - Harlow, United Kingdom : Pearson Education, Limited, 2020. - 629 pages : col. ill., plates ; 30 cm.
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)
9781292304021
Export marketing.
Marketing
658.84 / GRE