Global marketing management: changes, new challenges, and strategies
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Oxford [u.a.]
Oxford Univ. Press
2009
|
| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXVII, 565 S. Ill., graph. Darst. |
| ISBN: | 9780199239429 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804138866883428352 |
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| adam_text | Titel: Global marketing management
Autor: Lee, Kiefer
Jahr: 2009
BRIEF CONTENTS
PART ONE
Understanding the Global Marketing Environment
1 Changes and New Challenges 3
2 The Global Marketing Environment 36
3 Understanding Globalization 70
4 Understanding Global Cultures and Buyer Behaviour 103
5 Understanding Global Social and Ethical Issues 141
6 Opportunity Analysis and Selection of Markets 169
Part One Case Study: Daimler AG (Mercedes-Benz)—The Place of an Icon in
Global Marketing 202
PART TWO
The Development of Global Marketing Strategies 207
7 Market Entry Strategies 209
8 Creating, Developing, and Maintaining Competitive Advantage 245
9 Product and Brand Management 279
10 Global Services Marketing 311
11 Management of Global Communications 343
12 Managing Supply Chain and Distribution 381
13 Managing Global Marketing Relationships 412
14 Global Pricing and Terms of Access 447
Part Two Case Study: IKEA—A Long March to the Far East 485
PART THREE
Implementing and Coordinating Global Marketing Operations 489
15 Sales Force Management and Negotiation 491
16 Organizing and Controlling Global Marketing Operations 519
Part Three Case Study: Oxfam International—Famine Relief or Pressure Group? 548
Glossary of Marketing Terms 551
Index 555
DETAILED CONTENTS
List of Vignettes xviii
List of Figures xxii
List of Tables xxiv
A Guided Tour of the Book xxv
Online Resource Centre xxviii
MRTONE
Understanding the Global Marketing Environment
Chapter 1: Changes and New Challenges 3
What is Global Marketing? 6
Changes in the Global Market Environment 8
The Need for a New Approach to Global Marketing 20
Organizing for Global Marketing 30
Chapter 2: The Global Marketing Environment 36
The Global Marketing Environment: A Definition 37
Factors within the Global Environment 39
The Political Environment 42
The Legal Environment 45
The Economic Environment 46
The Socio-cultural Environment 56
The Technological Environment 57
The Competitive Environment 62
The Currency Environment 63
Pressure Groups 64
Chapter 3: Understanding Globalization 70
What is Globalization? 72
Opportunity or Threat? 79
Global Migration 89
Environmental Sustainability 92
Chapter 4: Understanding Global Cultures and Buyer Behaviour 103
What is Culture? 105
Understanding Consumer Behaviour 113
Culture and Consumer Behaviour 114
Managing Cultural Differences 118
Conducting Cross-cultural Analysis 120
Commodity Trading 130
Government Buying Behaviour 131
Organizational Buyers or B2B Buyer Behaviour 132
Culture and Ethics 134
Chapter 5: Understanding Global Social and Ethical Issues 141
Global Social and Ethical Issues 142
The Corporate Response to Social and Ethical Issues 153
Corporate Social Responsibility and Competitive Advantage 160
Chapter 6: Opportunity Analysis and Selection of Markets 169
Global Market Selection 170
Marketing Information System 171
International Marketing Research 172
Global Market Segmentation 185
Selecting Markets for Targeting 188
Part One Case Study: Daimler AG (Mercedes-Benz)—The Place of an Icon in Global Marketing 202
Chapter 7: Market Entry Strategies_______________________________________^_
The International Marketing Environment and its Effect on Market Entry Strategies 211
The Process of Internationalization
Other Theories of Internationalization
International Business Models
Market Entry Modes 230
The Electronic Marketplace 23^
Marketing Strategy and Mode of Entry 23^
Chapter 8: Creating, Developing, and Maintaining Competitive Advantage 245
National Competitiveness and Global Competition 246
Factors Affecting the Growth of Global Competition 248
Strategy and Competitive Advantage 254
The Anatomy of Competitive Advantage 255
Creating Competitive Advantage through Generic Strategies 260
The Resource-based Theory of Competitive Advantage 263
New Sources of Competitive Advantage 266
Chapter 9: Product and Brand Management 279
The Components of the International Product 280
International Product Management 282
Product Strategy 288
Strategic International Branding 293
New Product Development 302
Chapter 10: Global Services Marketing 311
The Significance of Services in the Global Economy 312
The Drivers for Growth in Cross-border Services 314
Defining Cross-border Services 319
The Challenges of Marketing Services Internationally 324
International Retail Franchising 328
The Strategic Considerations for Marketing Services Globally 330
Chapter 11: Management of Global Communications 343
Changes and Issues in Marketing Communications 344
Moving beyond the Standardize or Localize Debate 344
The Drive towards Integration 347
Advertising 350
Public Relations 359
Direct-response Marketing 362
Sponsorship 366
Exhibitions and Trade Fairs 368
Planning for Online Communications 371
MINI-CASE ILLUSTRATIONS
Chapter 1
Facing up to the challenge
Samsung: at the cutting-edge of home entertainment
How Microsoft stays ahead of global competition
Chapter 2
Maize to Africa: the great famine of 1992
A typical SLEPT analysis
China s entry into the WTO
Sony s Group Code of Conduct
Chapter 3
The global success of Starbucks
The business of managing waste disposal
Chapter 4
The consequences of getting it wrong culturally
Cultural differences, West vs. East
Chapter 5
Honeywell International
The World Bank
UN Draft Norms—new standards for corporations
and human rights
Codes of practice and child labour
The Sialkot football programme
Dell Computers: moving towards environmental
sustainability
The Texas Instruments Ethics Office
The Co-operative Bank s Ethical Policy
Chapter 6
The Nissan Cube
Second homes in Europe
Data collection in less developed countries
International failures
VALS as a segmentation method in international marketing
Experian and Mosaic UK customer segmentation
Market segmentation and personas
Chapter 7
Nu Skin Enterprises
Chapter 8
The changing fortunes of Royal Selangor
Ariel s Clean Water Campaign
Electrolux develops its people to their full potential
248
252
269
14
20 27 Chapter 9
Product Attributes: the case of ISO 9000 282
McDonald s—a case of global product adaptation 284
41 The melting pot: holiday homes in the sun 285
42 Chapter 10
J J 65 Competing for the best talents 316
Upholding the world-class service standards 326
The Louis Organization 335
73 96 Chapter 11
Global guidelines drive local marketing 351
The BT Global Challenge 363
105 Monster.com 372
123 Chapter 12
Factors driving increased partnerships in Toys R Us 392
Green Isle Foods 400
146 148 The real costs of offshore manufacturing 402
151 Chapter 13
152 Cutting it in the world of fashion 415
153 Making waves in the swimwear market 418
Relationships management in NGOs 433
154
160 Chapter 14
161 Low cost/no-frills airlines, easyJet and Ryanair 457
Solace 462
The case of fair trading: Oxfam 466
176 Price cooperation in global markets 481
177
183 Chapter 15
185 The need to optimize sales force efficiency 496
188 Ethics in global marketing 512
195
197 Chapter 16
BP s management structure 537
How technology can help to bypass formal
227 organizational structure 540
LIST OF VIGNETTES xi
THE DIGITAL IMPACT
Chapter 1
Telemedicine: delivering twenty-first-century
medical services to consumers
Chapter 15
Using multimedia to help increase sales force effectiveness 495
15
Chapter 16
Westpac—technology and global operations and control
533
Chapter 2
Music and the grey consumer 59
Chapter 3
Putting the e into commerce 84
Chapter 4
Mobile text messaging and imaging:
a global phenomenon 112
Chapter 5
Shell s dialogue with stakeholders
Chapter 7
Trading on eBay
Chapter 9
New (and old) products for all
Chapter 10
The development of e-tailing
Chapter 11
The marriage of direct marketing and interactive media
Chapter 6
Customer specific segmentation with the internet 187
Chapter 8
Managing the flow of information around the globe 259
Chapter 12
Supply chain management and e-commerce 390
Chapter 13
E-relationships 438
Chapter 14
Empowering customers 463
WHOSE RESPONSHWiTY IS IT7
Chapter 1
Making trade free and fan for ail
Chapter 2
Ethics and the internet
Chapter 3
163 Does globalization work for everyone7
Chapter 4
Role models—heroes or villains?
Chapter 5
218 Sharing concerns
Chapter 6
Ethics in marketing research
Chapter 7
293 Euro 2004 and China
Chapter 8
329 Promoting decent working conditions
Chapter 9
364 Obesity—the new sword of Damocles
Chapter 10
Codes of ethics and international franchising
Chapter 11
C imate change Or is it just bad weather
Chapter 12
Corporate social responsibility—is it any of your business
17
61
87
117
164
184
236
267
286
329
355
396
x LIST OF VIGNETTES
Chapter 13
Assuming social responsibility in managing
international relationships
Chapter 14
The great summer holiday rip-off
Chapter 15
Does nationality affect people s ethical perceptions
and behaviours?
Chapter 16
The aftermarket in less developed countries
429
454
500
531
Chapter 1
Partnership for strategic advantage 29
Chapter 2
Radio frequency identification (RFID) 62
Chapter 3
The merger of Sony and BMG in the music business 83
Chapter 4
Business ethics at work in China 130
Chapter 5
Cross-sector partnerships and human rights 149
Chapter 6
The world travel and tourism industry 196
Chapter 7
Zambian high-value horticultural exports 221
Chapter 8
Mixing business with pleasure 272
Chapter 9
Hollywood and branding 285
Chapter 10
Strategic outsourcing—the new collaborative structure 337
Chapter 11
Collaborate to innovate ^
Chapter 12
Managing supplier relationships in China
Chapter 13
Fabric of relationships
Chapter 14
Outsourcing
Chapter 15
The Pink Cadillac phenomenon
Chapter 16
Downsizing and outsourcing
END-OF-CHAPTER CASE STUDY
Chapter 1
Time to face the music
Chapter 2
Scenario planning in a rapidly changing global
marketing environment
Chapter 3
The making of a global fast food giant
Chapter 4
The evolution of the Chinese middle class
Chapter 5
Fairtrade
Chapter 6
The challenge of retailing British wine
Chapter 7
The Samsung Group
Chapter 8
Proton: The challenge to survive in the global market
Chapter 9
Formula One and Bernie Ecclestone
Chapter 10
Heathrow Terminal 5: the making of a world-class service
394
428
462
508
541
32
66
98
136
166
198
239
274
306
339
LIST OF VIGNETTES xj
Chapter 11
Think globally, act locally—the case of Jack Daniel s
376
Chapter 14
The (s)cents of the perfume business
482
Chapter 12
Re-enginering supply chain to achieve global
competitive advantage
Chapter 13
The evolution of customer loyalty schemes
408
442
Chapter 15
Developing an effective sales force structure
Chapter 16
Anglo American—a global mining conglomerate
515
544
LIST OF FJGURfS
1.1 Changes in the global market environment
1.2 The new challenges facing global businesses
1.3 Organizing for global marketing
2.1 Reasons for accounting for international
environmental factors
2.2 Models of environmental analysis: PEST vs. SLEPT
2.3 The global marketing environment
2.4 World Bank classification of economies, 2003
2.5 Global economic facilitators
3.1 The discourses of globalization
3.2 Global economic disparities
3.3 Components of global climate change
3.4 Energy consumption and economic income
4.1 The Iceberg Model of culture
4.2 The four layers of culture
4.3 The components of culture
4.4 The interaction of culture and consumer behaviour
4.5 Lee s four-step approach to avoiding the dangers
of the self-reference criterion
4.6 The contextual continuum of cultures
4.7 Schwartz Value Inventory (SVI)
5.1 Why corruption matters?
5.2 The ten principles of the UN Global Compact 2000
5.3 The Johnson Johnson Credo
5.4 Unilever s Code of Business Principles
5.5 Corporate social responsibility and competitive advantage
5.6 Body Shop International pic s mission statement
6.1 Global market selection process
6.2 Marketing information system
6.3 Market profile analysis
6.4 The international marketing research process
6.5 Rough market screening
6.6 Techniques for assessing incipient markets
6.7 Fine market screening process
6.8 The ranking of markets (attractiveness and
ability to compete)
6.9 Ability to compete vs. market attractiveness
6.10 Market expansion possibilities
6.11 The waterfall vs. shower approaches to market entry
6.12 Steps to achieve strategically equivalent market
segments in international marketing
9 7.1 The effects of the international market environment
22 on the market entry decision 211
30 7.2 Market entry strategy 213
7.3 Internationalization process of organizations 214
38 7.4 The network effect 219
39 7.5 Factors influencing the choice and importance
40 of market entry mode 230
49 8.1 Factors driving increased global competition 249
53 8.2 Superior vs. inferior perceived values 255
73 8.3 The anatomy of competitive advantage 256
88 8.4 Generic competitive strategies 261
93 8.5 Creating and leveraging capabilities 264
95 9.1 Components of a product or service offer 281
106 9.2 Standardization vs. adaptation in international markets 283
107 9.3 Product life cycle 290
108 9.4 The BCG matrix 290
115 9.5 Product growth strategies 292
9.6 The themes of a brand as differentiators 295
119 9.7 Branding strategies 296
122 9.8 Dimensions of global brand 299
128 9.9 Architecture of a global brand 300
145 9.10 Process of new product development 302
150 10.1 Cumulative services export growth, 1994-2003 (%) 314
156 10.2 Drivers for growth in cross-border services 315
157 10.3 The services and intangibility continuum 319
160 10.4 The consumer-producer interaction 320
162 10.5 Six-sector service taxonomy 322
171 10.6 Lovelock and Yip (1996): categories of service 323
171 10.7 Intangibility vs. environmental sensitivity 325
172 10.8 The development of effective knowledge management 331
173 10.9 Strategic options for cross-border services marketing 333
175 11.1 Factors preventing standardization of -. .r
176 marketing communications 34b
178 11.2 Consumer-driven communication process 349
11.3 Development of a creative plan 352
179 11.4 Development of a creative plan: determining
180 creative positioning 352
191 11.5 Considerations of public relations planning
192 in a cross-cultural context 362
11.6 Types of sponsorship and associated values 368
193 11.7 Planning for a promotional event 370
LIST OF FIGURES xxii
12.1 An international supply chain 383
12.2 Fundamentals of effective supply chain management 384
12.3 Supply chain relationships and approaches 385
12.4 Influential factors in international supply chain 387
12.5 Considerations in developing an international
supply chain 389
12.6 Internationalization of the procurement process 398
13.1 The shift from transactions to relationships 417
13.2 The stages of relationship development 419
13.3 Alternative approaches to inter-organizational interaction 422
13.4 Criteria for evaluating the value of strategic relationships 427
13.5 How internal relationships add value across
conventional functions 436
13.6 Strategic challenges in managing relationships 437
14.1 Steps involved in an international pricing strategy 448
14.2 Cost reduction strategies 451
14.3 Pricing policy options 454
14.4 The global price-setting decision process 463
14.5 Special issues in global pricing 465
14.6 Example of price escalation 465
14.7 The export order process 476
15.1 The forces affecting the nature of selling and
sales management 493
15.2 International sales management decisions 497
15.3 Determinants of sales personnel international
staffing decisions 499
15.4 The traditional vs. the new model of personal selling 502
15.5 The selling mix 503
15.6 Factors affecting successful preparation
for sales negotiations 505
15.7 Factors affecting successful sales preparation 506
15.8 Differences in sales training: Northern vs.
Southern Europe 513
16.1 The global planning and control process 522
16.2 Benefits from planning global operations 523
16.3 Factors affecting marketing control 527
16.4 Components of a global marketing audit 529
16.5 Traditional and non-traditional methods of
international marketing control 530
16.6 The balanced scorecard 532
16.7 Screening strategies for implementation problems 534
16.8 The factors that determine the most appropriate
global organizational structure 535
16.9 Function-based organizational structure 536
16.10 Area- or region-based organizational structure 536
16.11 Product-based organization structure 538
16.12 Matrix organizational structure 539
16.13 The hub and spoke organizational structure 539
UST OF
1.1 Estimated and projected population of the world, major
development groups and major areas, 1950, 2000, and
2050, according to the different fertility variants 9
1.2 Median age by major area, 1950, 2000, and 2050
(median variant) 10
1.3 World exports of merchandise and commercial services,
2006 (US$ billion, percentage of change) 16
1.4 Overview of approaches in marketing theory 21
2.1 Percentage share of world merchandise and
commercial services 47
2.2 The nature of economies and their organizational
implications 50
2.3 Different forms of market agreement 51
2.4 Internet usage statistics (estimated) 58
2.5 The global challenges of changing electronic
communications technology 60
3.1 Frequency of core non-tariff barriers of selected countries 80
3.2 Transport costs, 1930-90 82
3.3 Communication and computer costs, 1960-2000 82
5.1 Transparency International s Corruption
Perceptions Index 2007 143
5.2 Bribery in business sertors 2002 144
5.3 Institute of Business Ethics Guide to Good Practice
in the Implementation of Codes of Conduct 159
6.1 Market research required at the internationalization
decision stage 174
6.2 Bases for international market segments
6.3 Factors affecting choice of market concentration vs.
market diversification
7.1 International marketing environmental factors to be
considered in international market entry decisions
7.2 Principal market entry modes, involvement, risk,
and control
7.3 Comparison of the various entry modes
7.4 Entry modes and different marketing strategies
9.1 International strategies
9.2 The top ten global brands, 2007
9.3 Most admired international brands
10.1 World trade in commercial services by category, 2006
12.1 Comparison of transactional and collaborative
relationships
14.1 Factors to be considered in pricing products and
services globally
14.2 Key features of pricing strategy
14.3 Pricing objectives
14.4 Factors affecting currency fluctuations and
rates of exchange
14.5 Export documentation
14.6 Finance for exports
16.1 International marketing activity checklist
16.2 Planning problems, headquarters, and subsidiary levels
186
191
212
231
234
236
288
294
294
313
393
450
453
455
467
479
480
524
525
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| any_adam_object | 1 |
| author | Lee, Kiefer Carter, Steve |
| author_GND | (DE-588)171930908 (DE-588)170567869 |
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| discipline | Wirtschaftswissenschaften |
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| id | DE-604.BV035427309 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T21:35:00Z |
| institution | BVB |
| isbn | 9780199239429 |
| language | English |
| lccn | 2009005337 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-017347756 |
| oclc_num | 698980628 |
| open_access_boolean | |
| owner | DE-521 DE-945 DE-1102 DE-703 DE-355 DE-BY-UBR DE-2070s DE-858 DE-M347 |
| owner_facet | DE-521 DE-945 DE-1102 DE-703 DE-355 DE-BY-UBR DE-2070s DE-858 DE-M347 |
| physical | XXVII, 565 S. Ill., graph. Darst. |
| publishDate | 2009 |
| publishDateSearch | 2009 |
| publishDateSort | 2009 |
| publisher | Oxford Univ. Press |
| record_format | marc |
| spelling | Lee, Kiefer Verfasser (DE-588)171930908 aut Global marketing management changes, new challenges, and strategies Kiefer Lee ; Steve Carter 2. ed. Oxford [u.a.] Oxford Univ. Press 2009 XXVII, 565 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Internationales Marketing stw Marketingpolitik stw Multinationales Unternehmen International business enterprises Management Strategic planning Internationales Marketing (DE-588)4125431-4 gnd rswk-swf (DE-588)4123623-3 Lehrbuch gnd-content Internationales Marketing (DE-588)4125431-4 s b DE-604 Carter, Steve Verfasser (DE-588)170567869 aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017347756&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Lee, Kiefer Carter, Steve Global marketing management changes, new challenges, and strategies Internationales Marketing stw Marketingpolitik stw Multinationales Unternehmen International business enterprises Management Strategic planning Internationales Marketing (DE-588)4125431-4 gnd |
| subject_GND | (DE-588)4125431-4 (DE-588)4123623-3 |
| title | Global marketing management changes, new challenges, and strategies |
| title_auth | Global marketing management changes, new challenges, and strategies |
| title_exact_search | Global marketing management changes, new challenges, and strategies |
| title_full | Global marketing management changes, new challenges, and strategies Kiefer Lee ; Steve Carter |
| title_fullStr | Global marketing management changes, new challenges, and strategies Kiefer Lee ; Steve Carter |
| title_full_unstemmed | Global marketing management changes, new challenges, and strategies Kiefer Lee ; Steve Carter |
| title_short | Global marketing management |
| title_sort | global marketing management changes new challenges and strategies |
| title_sub | changes, new challenges, and strategies |
| topic | Internationales Marketing stw Marketingpolitik stw Multinationales Unternehmen International business enterprises Management Strategic planning Internationales Marketing (DE-588)4125431-4 gnd |
| topic_facet | Internationales Marketing Marketingpolitik Multinationales Unternehmen International business enterprises Management Strategic planning Lehrbuch |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017347756&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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