Global marketing management:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Upper Saddle River, NJ
Prentice Hall
1999
|
| Ausgabe: | 6. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIV, 639 S. Ill., graph. Darst. |
| ISBN: | 0139030239 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804127027573293056 |
|---|---|
| adam_text | Contents
Preface xi
About the Author xiv
PART ONE: INTRODUCTION AND OVERVIEW 1
CHAPTER 1 Introduction to Global Marketing 1
Marketing: A Universal Discipline 2
The Three Principles of Marketing 4
Global Marketing: What It Is and What It Is Not 7
The Importance of Global Marketing 10
Management Orientations 11
Driving and Restraining Forces Affecting Global Integration
and Global Marketing 16
Outline of This Book 22
PART I CASE Which Company Is Transnational? 25
APPENDIX 1: The 18 Guiding Principles
of the Marketing Company 27
PART II: THE GLOBAL MARKETING ENVIRONMENT 37
CHAPTER 2 The Global Economic Environment 37
The World Economy—An Overview 38
Economic Systems 40
Stages of Market Development 42
Stages of Economic Development 45
Income and Purchasing Power Parity Around the Globe 45
The Location of Population 49
Marketing and Economic Development 51
Balance of Payments 52
Trade Patterns 53
CHAPTER 3 Social and Cultural Environments /58/
Basic Aspects of Society and Culture 59
Analytical Approaches to Cultural Factors 68
Social and Cultural Environments: Impact
on Marketing Industrial Products 74
vi Contents
Social and Cultural Environments:
Impact on Marketing Consumer Products 77
Cross Cultural Complications and Suggested Solutions 80
CHAPTER 4 The Political, Legal, and Regulatory
Environments of Global Marketing 86
Basic Elements of Global Marketing 87
The Political Environment 87
International Law 92
Sidestepping Legal Problems: Important Business Issues 94
Conflict Resolution, Dispute Settlement, and Litigation 102
The Regulatory Environment 105
PART II CASES Swatchmobile/Smart Car 111
Euro Disney (A), (B) 112
Coca Cola: Universal Appeal? 123
PART HI: ANALYZING AND TARGETING
GLOBAL MARKET OPPORTUNITIES 13 5
CHAPTER 5 Global Markets and Buyers 135
Economic Cooperation and Preferential Trade Arrangements 137
Regional Economic Organizations 140
Regional Market Characteristics 151
Marketing in Less Developed Countries 162
Global Buyers 162
The Global Marketing Plan 167
CHAPTER 6 Global Marketing Information Systems
and Research 170
Overview of Global Marketing Information Systems 171
Formal Marketing Research 177
Current Issues in Global Marketing Research 188
An Integrated Approach to Information Collection 193
CHAPTER 7 Segmentation, Targeting, and Positioning 197
Global Market Segmentation 198
Global Targeting 206
Global Product Positioning 210
PART III CASES Choufont Salva, Inc. 214
Oriflame 227
Swatch Watch U.S.A.: Creative Marketing Strategy 241
PART IV: GLOBAL MARKETING STRATEGY 251
CHAPTER 8 Sourcing: Exporting and Importing 251
Sourcing Decision Criteria 253
Organizational Export Activities 258
Contents vii
National Policies Governing Exports and Imports 259
Choosing Export Markets 265
Market Access Considerations 269
Customs Valuation Code 271
Organizing for Exporting 273
Export Financing/Methods of Payment 276
Cash in Advance 277
Countertrade 278
CHAPTER 9 Global Marketing Strategy: Entry and Expansion 287
Marketing Strategy Alternatives 288
Entry and Expansion Decision Model 289
Ownership and Control 290
Market Expansion Strategies 298
Alternative Strategies: Stages of Development Model 300
CHAPTER 10 Competitive Analysis and Strategy 307
Industry Analysis Forces Influencing Competition 308
Global Competition and National Competitive Advantage 312
Competitive Advantage and Strategic Models 321
Strategic Positions 325
Competitive Innovation and Strategic Intent 326
CHAPTER 11 Cooperative Strategies
and Global Strategic Partnerships 334
The Nature of Global Strategic Partnerships 335
Success Factors 337
Alliances with Asian Competitors 338
Case Examples of Partnerships 340
International Partnerships in Developing Countries 342
Cooperative Strategies in Japan: Keiretsu 343
Beyond Strategic Alliances 346
PART IV CASES Odysseus, Inc. (The Decision to Go •¦International ) 352
Metro Corporation: Technology Licensing Negotiation 362
A.S. Norlight 366
Aremco Products Inc. 371
PARTV: CREATING GLOBAL MARKETING PROGRAMS 379
CHAPTER 12 Product Decisions 379
Basic Concepts 381
Product Positioning 389
Product Saturation Levels in Global Markets 393
Product Design Considerations 393
viii Contents
Attitudes Toward Country of Origin 395
Geographic Expansion—Strategic Alternatives 397
New Products in Global Marketing 403
CHAPTER 13 Pricing Decisions 408
Basic Pricing Concepts 409
Global Pricing Objectives and Strategies 411
Dumping 417
Environmental Influences on Pricing Decisions 419
Transfer Pricing 424
Global Pricing—Three Policy Alternatives 428
CHAPTER 14 Global Marketing Channels
and Physical Distribution 435
Channel Objectives and Constraints 436
Distribution Channels: Terminology and Structure 441
International Channel Innovation 446
Channel Strategy for New Market Entry 448
Physical Distribution and Logistics 449
Case Example: Japan 451
CHAPTER 15 Global Advertising 457
Global Advertising and Branding 458
Global Advertising Content: The Extension versus Adaptation Debate 461
Selecting an Advertising Agency 463
Advertising Appeals and Product Characteristics 465
Creating Advertising 469
CHAPTER 16 Global Marketing Communications Decisions,
Public Relations, Sales Promotion,
Personal Selling, Direct Marketing,
Database Marketing, and the Internet 477
Public Relations and Publicity 477
Sales Promotion 482
Personal Selling 484
Direct, Database, and Internet Marketing 485
PART V CASES The Launch of GSM Cellular Telephones in South Africa 490
Kodak versus Fuji: A Case of Japanese American Strategic
Interaction 497
Grasse Fragrances SA 508
Harley Davidson Motor Co., Inc.: Defending a Piece
of the Domestic Pie 516
Nokia and the Cellular Phone Industry 531
Contents ix
PART VI: MANAGING THE GLOBAL MARKETING PROGRAM 543
CHAPTER 17 Leading, Organizing,
and Controlling the Global Marketing Effort 543
Leadership 544
Organization 545
Global Marketing Management Audit and Control 558
Formal Control Methods 562
CHAPTER 18 The Future of Global Marketing 567
Five Major Changes 567
Careers in Global Marketing 571
PART VI CASES Benetton Group SpA: Raising Consciousness and Controversy
with Global Advertising 573
Parker Pen Co. (A), (B), (C) 575
APPENDIX: Global Income and Population 1997
and Projections to 2000 and 2010 587
Name Index 627
Subject Index 631
Cases in the Sixth Edition
PART I: INTRODUCTION AND OVERVIEW
Which Company Is Transnational? 25
PART II: THE GLOBAL MARKETING ENVIRONMENT
Swatchmobile/Smart Car 111
Euro Disney (A), (B) 112
Coca Cola: Universal Appeal? 123
PART III: ANALYZING AND TARGETING GLOBAL MARKET OPPORTUNITIES
Choufont Salva, Inc. 214
Oriflame 227
Swatch Watch U.S.A.: Creative Marketing Strategy 241
PART IV GLOBAL MARKETING STRATEGY
Odysseus, Inc. (The Decision to Go International ) 352
Metro Corporation: Technology Licensing Negotiation 362
A.S. Norlight 366
Aremco Products Inc. 371
PART V CREATING GLOBAL MARKETING PROGRAMS
The Launch of GSM Cellular Telephones in South Africa 490
Kodak versus Fuji: A Case of Japanese American Strategic Interaction 497
Grasse Fragrances SA 508
Harley Davidson Motor Co., Inc.: Defending a Piece
of the Domestic Pie 516
Nokia and the Cellular Phone Industry 531
PART VI: MANAGING THE GLOBAL MARKETING PROGRAM
Benetton Group SpA: Raising Consciousness and Controversy
with Global Advertising 573
Parker Pen Co. (A), (B), (C) 575
|
| any_adam_object | 1 |
| author | Keegan, Warren J. 1936-2014 |
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| dewey-search | 658.8/48 |
| dewey-sort | 3658.8 248 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 6. ed. |
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| spelling | Keegan, Warren J. 1936-2014 Verfasser (DE-588)123495075 aut Global marketing management Warren J. Keegan 6. ed. Upper Saddle River, NJ Prentice Hall 1999 XIV, 639 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Internationale marketing gtt Export marketing Management Export marketing Management Case studies Exportmarketing (DE-588)4153393-8 gnd rswk-swf Marketingstrategie (DE-588)4120697-6 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Globalisierung (DE-588)4557997-0 gnd rswk-swf Internationales Marketing (DE-588)4125431-4 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Europa (DE-588)4015701-5 gnd rswk-swf (DE-588)4522595-3 Fallstudiensammlung gnd-content Europa (DE-588)4015701-5 g Internationales Marketing (DE-588)4125431-4 s Marketingmanagement (DE-588)4168907-0 s 1\p DE-604 Marketing (DE-588)4037589-4 s Globalisierung (DE-588)4557997-0 s 2\p DE-604 Exportmarketing (DE-588)4153393-8 s 3\p DE-604 Marketingstrategie (DE-588)4120697-6 s 4\p DE-604 Paralle Sprachausgabe deutsch Keegan, Warren J. Globales Marketing-Management HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008407610&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 3\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 4\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Keegan, Warren J. 1936-2014 Global marketing management Internationale marketing gtt Export marketing Management Export marketing Management Case studies Exportmarketing (DE-588)4153393-8 gnd Marketingstrategie (DE-588)4120697-6 gnd Marketing (DE-588)4037589-4 gnd Globalisierung (DE-588)4557997-0 gnd Internationales Marketing (DE-588)4125431-4 gnd Marketingmanagement (DE-588)4168907-0 gnd |
| subject_GND | (DE-588)4153393-8 (DE-588)4120697-6 (DE-588)4037589-4 (DE-588)4557997-0 (DE-588)4125431-4 (DE-588)4168907-0 (DE-588)4015701-5 (DE-588)4522595-3 |
| title | Global marketing management |
| title_auth | Global marketing management |
| title_exact_search | Global marketing management |
| title_full | Global marketing management Warren J. Keegan |
| title_fullStr | Global marketing management Warren J. Keegan |
| title_full_unstemmed | Global marketing management Warren J. Keegan |
| title_short | Global marketing management |
| title_sort | global marketing management |
| topic | Internationale marketing gtt Export marketing Management Export marketing Management Case studies Exportmarketing (DE-588)4153393-8 gnd Marketingstrategie (DE-588)4120697-6 gnd Marketing (DE-588)4037589-4 gnd Globalisierung (DE-588)4557997-0 gnd Internationales Marketing (DE-588)4125431-4 gnd Marketingmanagement (DE-588)4168907-0 gnd |
| topic_facet | Internationale marketing Export marketing Management Export marketing Management Case studies Exportmarketing Marketingstrategie Marketing Globalisierung Internationales Marketing Marketingmanagement Europa Fallstudiensammlung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008407610&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT keeganwarrenj globalmarketingmanagement |