Marketing in the global environment no longer is a new topic, but the fourth edition of this popular book provides an updated look at selling products in different markets around the world.
Current research has been added to the chapters as well as a section on the digital marketplace—material includes examinations of such topics as the price of AIDS drugs in developing countries, and music downloads. Charts, graphics, and copies of advertisements are present throughout. Case studies, half of which are new, provide real-world examples of issues surrounding the 4Ps: product, price, place, and promotion. Each chapter concludes with discussion questions that can be pondered as easily in the executive suite as in the classroom.
While not prescriptive in nature, managers probably could adapt aspects of the cases to their own products and marketplaces. This is a serious book with a serious price tag: $110.—Cynthia D. Churchwell
Table of Contents:
- Introduction to global marketing
- Global economic environment
- The global trade environment: Regional market characteristics and preferential trade agreements
- Social and cultural environments
- The political, legal, and regulatory environments of global marketing
- Global information systems and market research
- Segmentation, targeting, and positioning
- Importing, exporting, and sourcing
- Global market entry strategies: Licensing, investment, and strategic alliances
- Product and brand decisions
- Pricing decisions
- Global marketing channels and physical distribution
- Global marketing communications decisions I: Advertising and public relations
- Global marketing communications decisions II: Sales promotion, personal selling, and special forms of marketing communication
- Strategic elements of competitive advantage
- Leading, organizing, and controlling the global marketing effort
- The digital revolution and the global electronic marketplace