Global marketing management : european perspective.
Langue : Anglais
Auteur : KEEGAN Warren J.
This book, the leading text for students in international marketing, adopts a strategic approach reflecting the importance of multinational corporations. Written by two experts in the field, the book is divided into six parts providing a big picture approach and introducing the field of global marketing, covering the major dimensions of the environment of global marketing, looking at assessing market opportunities, discussing strategic issues such as market selection and market entry alternatives and covering the global marketing mix. The book concludes with a focus on implementation and addresses the task of organising and controlling global strategy, and attempts to provide a glimpse into the future of global marketing.
A European version of Keegan's successful text, thoroughly revised to take into account the way global marketing is taught within the European context.- PART I: INTRODUCTION AND OVERVIEW.
1. Introduction to global marketing
Part I Case: Which Company is Transnational
PART II: THE GLOBAL MARKETING ENVIRONMENT
2. Economic environment
3. Social and cultural environments
4. The political, legal and regulatory environments of global marketing
5. Information technology environment
Part II Cases:
Swatchmobile/Smart Car
Euro Disney (A), (B)
Coca-Cola: Universal approach?
PART III: ANALYSING AND TARGETING GLOBAL MARKET OPPORTUNITIES.
6. Assessing global marketing opportunities
7. Global segmentation, targeting and positioning
Part III Cases:
Oriflame
Integrating brand strategies after an acquisition: Schwartzkopf &, Henkel Cosmetics
Rocking the boat at MTV
PART IV: GLOBAL MARKETING STRATEGY
8. Market selection and market entry alternatives - exporting
9. Production abroad and strategic alliances
10. Global competition and strategy
Part IV Cases:
Czech beer goes worldwide
Norsk Hydro fertilizers in the U.S. (A), (B)
PART V: CREATING GLOBAL MARKETING PROGRAMS
11. Product and service decisions
12. Global pricing
13. Global logistics and channel decisions
14. Global marketing communication
Part V Cases:
The launch of GSM cellular telephones in South Africa
Nokia and the cellular phone industry
BASF in China: The marketing of Styropor
PART VI: MANAGING THE GLOBAL MARKETING PROGRAM.
15. Global organisational structures
16. Global marketing management audit and control
17. The future of global marketing
Part VI Cases:
Benetton Group SpA: Raising consciousness and controversy with global advertising
Singapore Prison Service
Sicom GmbH and CD piracy
- Each chapter includes excerpts from newspapers, journals and EU documents to provide supportive material to enrich the discussion.
- The excerpts are presented in two forms: global perspective and European focus so that students can compare and contrast data.
- Appropriate questions are included in the text to provide self-test material for students or discussion points for tutors.
- Provides a variety of more detailed longer cases from different countries and industries so that students can see how the theory has been put into practice.
- The book also includes a range of pedagogical tools including:
1. Introductory practice links to illustrate the key topic covered in each chapter.
2. A list of important concepts and definitions at the beginning of each chapter
Date de parution : 01-2000
Ouvrage de 680 p.
23.4x15.6 cm
Thème de Global marketing management : european perspective. :
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