Verfügbarkeit: Global marketing management

Global marketing management:

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Bibliographische Detailangaben
Hauptverfasser:	Kotabe, Masaaki 1954- (VerfasserIn), Helsen, Kristiaan (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Hoboken, NJ Wiley 2011
Ausgabe:	5. ed., international ed.
Schlagworte:	Multinationales Unternehmen Marketingmanagement Internationales Marketing Internationaler Wettbewerb Globalisierung Produktmanagement
Online-Zugang:	Inhaltsverzeichnis Klappentext
Beschreibung:	Literaturangaben
Beschreibung:	XXIII, 717 S. Ill., graph. Darst., Kt.
ISBN:	9780470505748

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Datensatz im Suchindex

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adam_text	CONTENTS 1 ♦ Globalization 1 Why Global Marketing is Imperative 2 Globalization of Markets: Convergence and Divergence 8 International Trade versus International Business 11 Who Manages International Trade? 12 Evolution of Global Marketing 13 What is Marketing? 13 Domestic Marketing 14 Export Marketing 16 International Marketing 17 Multinational Marketing 17 Global Marketing 18 The Impact of Economic Geography and Climate on Global Marketing 19 Short Cases 23 Appendix: Theories of International Trade and the Multinational Enterprise 25 2 ♦ Global Economic Environment 32 Intertwined World Economy 34 Foreign Direct Investment 36 Portfolio Investment 38 Country Competitiveness 39 Changing Country Competitiveness 39 Human Resources and Technology 40 Emerging Economies 42 Evolution of Cooperative Global Trade Agreements 45 General Agreements on Tariffs and Trade 45 World Trade Organization 46 Information Technology and the Changing Nature of Competition 51 Value of Intellectual Property in Information Age 52 Proliferation of E-Commerce and Regulations 53 Regional Economic Arrangements 54 Free Trade Area 55 Customs Union 57 Common Market 57 Monetary Union 58 Political Union 58 Multinational Corporations 58 Short Cases 63 3 ♦ Financial Environment 66 Historical Role of the U.S. Dollar 67 Development of Today s International Monetary System 68 The Bretton Woods Conference 68 The International Monetary Fund 69 The International Bank for Reconstruction and Development 71 Fixed versus Floating Exchange Rates 71 Currency Blocs 72 Foreign Exchange and Foreign Exchange Rates 74 Purchasing Power Parity 74 Forecasting Exchange Rate Fluctuation 75 Coping with Exchange Rate Fluctuations 75 Spot versus Forward Foreign Exchange 78 Exchange Rate Pass-Through 79 Balance of Payments 81 The Internal and External Adjustments 84 Economic and Financial Turmoil Around the World 85 Asian Financial Crisis and Its Aftermath 85 The South American Financial Crisis and Its Aftermath 86 The U.S. Subprime Mortgage Loan Crisis and the Subsequent Global Financial Crisis 87 Financial Crises in Perspective 88 Responses to the Regional Financial Crises 88 Marketing in the Euro Area 92 Historical Background 92 Ramifications of the Euro for Marketers 95 Short Cases 100 4 ♦ Cultural Issues and Buying Behavior 103 Definition of Culture 105 Elements of Culture 106 Material Life 106 Language 108 Social Interactions 111 Aesthetics 112 Religion 114 Education 115 Value Systems 117 Cross-Cultural Comparisons 118 High- versus Low-Context Cultures 118 Hofstede s Classification Scheme 119 Project GLOBE 121 World Value Survey (WVS) 122 Adapting to Cultures 123 Culture and the Marketing Mix 125 Product Policy 126 Pricing 127 Distribution 128 Promotion 128 Organizational Cultures 130 Global Account Management (GAM) 132 Global Accounts Requirements 133 Managing Global Account Relationships 133 Global Customer Relationship Management (CRM) 134 Motivations 135 Gains from CRM 135 Challenges 136 Guidelines for Successful CRM Implementation 136 Short Cases 139 5 ♦ Political and Legal Environment 141 Political Environment—Individual Governments 142 Home Country versus Host Country 142 Structure of Government 144 Government Policies and Regulations 146 Political Environment—Social Pressures and Political Risk 155 Social Pressures and Special Interests 155 Managing the Political Environment 158 Terrorism and the World Economy International Agreements 162 International Agreements 163 Group of Seven (G7), Group of Eight (G8), and Group of Eight plus Five (G8+5) 164 Wassenaar Arrangement 166 International Law and Local Legal Environment 167 International Law 167 Local Legal Systems and Laws 167 Jurisdiction 171 Issues Transcending National Boundaries 171 ISO 9000 and 14000 171 Intellectual Property Protection 172 International Treaties for Intellectual Property Protection 176 Antitrust Laws of the United States 180 Antitrust Laws of the European Union 182 U.S. Foreign Corrupt Practices Act of 1977 182 Short Cases 188 6 ♦ Global Marketing Research 192 Research Problem Formulation 195 Secondary Global Marketing Research 197 Secondary Data Sources 197 Problems with Secondary Data Research 199 Primary Global Marketing Research 200 Focus Groups 200 Survey Methods for Cross-Cultural Marketing Research 202 Observational Research 206 Leveraging the Internet for Global Market Research Studies 206 Market Size Assessment 209 Method of Analogy 209 Trade Audit 210 Chain Ratio Method 211 Cross-Sectional Regression Analysis 212 New Market Information Technologies 213 Managing Global Marketing Research 215 Selecting a Research Agency 215 Coordination of Multicountry Research 216 7 ♦ Global Segmentation and Positioning 221 Reasons for International Market Segmentation 222 Country Screening 222 Global Marketing Research 223 Entry Decisions 223 Positioning Strategy 223 Resource Allocation 224 Marketing Mix Policy 224 International Market Segmentation Approaches 225 Segmentation Scenarios 227 Bases for International Market Segmentation 229 Demographics 230 Socioeconomic Variables 231 Behavior-Based Segmentation 234 Lifestyle 235 International Positioning Strategies 236 Uniform versus Localized Positioning Strategies 236 Universal Positioning Appeals 2,39 Global, Foreign, and Local Consumei Cultae Positioning 240 Short Cases 244 Appendix: Segmentation Tools 247 å Global Marketing Strategies 249 Information Technology and Global Competition 250 Real-Time Management 250 Online Communication 251 Electronic Commerce (E-Commerce) 251 E-Company 253 Faster Product Diffusion 253 Global Citizenship 253 Global Strategy 254 Global Industry 254 Competitive Industry Structure 257 Competitive Advantage 259 Hypercompetition 264 Interdependency 264 Global Marketing Strategy 265 Benefits of Global Marketing 266 Limits to Global Marketing 268 R&D, Operations, and Marketing Interfaces 270 R&D/Operations Interface 272 Operations/Marketing Interface 273 Marketing/R&D Interface 275 Regionalization of Global Marketing Strategy 276 Cross-Subsidization of Markets 278 Identification of Weak Market Segments 278 Use of the Lead Market Concept 279 Marketing Strategies for Emerging Markets 280 Competitive Analysis 283 Short Cases 286 9 ♦ Global Market Entry Modes 290 Target Market Selection 291 Choosing the Mode of Entry 294 Decision Criteria for Mode of Entry 294 Mode-of-Entry Choice—Two Opposing Paradigms: A Transaction Costs versus Resource-Based View 297 Exporting 299 Licensing 301 Benefits 301 Caveats 302 Franchising 303 Benefits 304 Caveats 304 Contract Manufacturing (Outsourcing) 305 Benefits 305 Caveats 305 Expanding Through Joint Ventures 306 Benefits 307 Caveats 307 Drivers Behind Successful International Joint Ventures 308 Wholly Owned Subsidiaries 312 Benefits 312 Caveats 312 Acquisitions and Mergers 313 Greenfield Operations 315 Strategic Alliances 315 Types of Strategic Alliances 315 The Logic behind Strategic Alliances 316 Cross-Border Alliances That Succeed 316 Timing of Entry 317 Exit Strategies 319 Reasons for Exit 319 Risks of Exit 321 Guidelines 322 Short Cases 326 Appendix: Alternative Country Screening Procedure 329 10 ♦ Global Product Development 330 Global Product Strategies 332 Strategic Option 1: Product and Communication Extension—Dual Extension 332 Strategic Option 2: Product Extension- Communications Adaptation 333 Strategic Option 3: Product Adaptation— Communications Extension 333 Strategic Option 4: Product and Communications Adaptation—Dual Adaptation 333 Strategic Option 5: Product Invention 333 Standardization versus Customization 334 Drivers Toward Standardization 334 Two Alternatives—Modular and Core Product Approach 338 Back-of-the-envelope Calculations — Incremental Break-even Analysis (IBEA) 339 Multinational Diffusion 342 Developing New Products for Global Markets 344 Identifying New Product Ideas 344 Screening 346 Concept Testing 347 Test Marketing 347 Timing of Entry: Waterfall versus Sprinkler Strategies 348 Truly Global Product Development 351 Short Cases 355 Appendix: Using Conjoint Analysis for concept testing in Global New Product Development 357 11 ♦ Marketing Products And Services 360 Global Branding Strategies 362 Global Branding 362 Local Branding 366 Global or Local Branding? 367 Brand-Name Changeover Strategies 371 Management of Multinational Product Lines 374 Product Piracy 378 Strategie Options against Product Piracy 380 Country-of-Origin (COO) Effects 382 Country-of-Origin (COO) Influences on Consumers 383 Strategies to Cope with COO Stereotypes 385 Global Marketing of Services 386 Challenges in Marketing Services Internationally 386 Opportunities in the Global Service Industries 387 Global Service Marketing Strategies 388 Short Cases 391 12 Φ Global Pricing 395 Drivers of Foreign Market Pricing 396 Company Goals 396 Company Costs 397 Customer Demand 398 Competition 398 Distribution Channels 400 Government Policies 401 Managing Price Escalation 402 Pricing in Inflationary Environments 403 Global Pricing and Currency Fluctuations 405 Currency Gain/Loss Pass Through 406 Currency Quotation 409 Transfer Pricing 409 Determinants of Transfer Prices 409 Setting Transfer Prices 410 Minimizing the Risk of Transfer Pricing Tax Audits 411 Global Pricing and Anti-dumping Regulation 412 Price Coordination 413 Global-Pricing Contracts (GPCs) 415 Aligning Pan-Regional Prices 415 Implementing Price Coordination 417 Countertrade 418 Forms of Countertrade 418 Motives behind Countertrade 420 Shortcomings of Countertrade 421 Short Cases 424 13 Φ Communicating with the World Consumer 426 Global Advertising and Culture 427 Language Barriers 427 Other Cultural Barriers 429 Communication and Cultural Values 430 Setting the Global Advertising Budget 430 Budgeting Rules 431 Resource Allocation 433 Creative Strategy 434 The Standardization versus Adaptation Debate 434 Merits of Standardization 435 Barriers to Standardization 437 Approaches to Creating Advertising Copy 438 Global Media Decisions 440 Media Infrastructure 440 Media Limitations 441 Recent Trends in the Global Media Landscape 442 Advertising Regulations 444 Choosing an Advertising Agency 447 Other Means of Communication 449 Sales Promotions 449 Direct Marketing 451 Global Sponsorships 451 Mobile (Brand-in-the-Hand) Marketing 453 Trade Shows 453 Product Placement 454 Viral Marketing 455 Global Public Relations (PR) and Publicity 456 Globally Integrated Marketing Communications (GIMC) 457 Short Cases 461 14 ♦ Sales Management 465 Market Entry Options and Salesforce Strategy 467 Role of Foreign Governments 470 Cultural Considerations 471 Personal Selling 471 Cultural Generalization 472 Corporate (Organizational) Culture 473 Relationship Marketing 473 Myers-Briggs Type Indicator 474 Impact of Culture on Sales Management and РегѕопрЈ. Selling Process 475 Salesforce Objectives 476 Salesforce Strategy 477 Recruitment and Selection 4 /8 Training 479 Supervision 480 Evaluation 482 Cross-Cultural Negotiations 482 Stages of Negotiation Process 482 Cross-Cultural Negotiation Strategies 483 Expatriates 486 Advantages of Expatriates 487 The Return of the Expatriate—Repatriation 492 Generalizations about When Using Expatriates Is Positive/Negative 493 Short Cases 495 15 ♦ Global Logistics and Distribution 498 Definition of Global Logistics 500 Managing Physical Distribution 502 Modes of Transportation 503 Warehousing and Inventory Management 505 Third-Party Logistic (3PL) Management 509 Logistical Revolution with the Internet 510 Managing Sourcing Strategy 511 Procurement: Types of Sourcing Strategy 512 Outsourcing of Service Activities 518 Free Trade Zones 520 International Distribution Channel 523 Channel Configurations 523 Channel Management 524 International Retailing 525 Private-Label Branding (Store Brands) 527 Push versus Pull 528 On-Time Retail Information Management 529 Retailing Differences across the World 530 Short Cases 536 Appendix: Maquiladora Operation 539 16 ♦ Export and Import Management 541 Organizing for Exports 543 Research for Exports 543 Export Market Segments 544 Indirect Exporting 545 Direct Exporting 547 Mechanics of Exporting 548 Legality of Exports 549 Export Transactions 550 Terms of Shipment and Sale 550 Payment Terms 551 Currency Hedging 553 Role of the Government in Promoting Exports 553 Export-Import Bank 556 Tariff Concessions 557 Export Regulations 557 Managing Imports -The Other Side of the Coin 559 Mechanics of Importing 561 Import Documents and Delivery 561 Import Duties 562 Gray Markets 563 Short Cases 572 17 ♦ Planning, Organization, and Control of Global Marketing Operations 575 Global Strategic Marketing Planning 576 Bottom-Up versus Top-Down Strategic Planning 576 Pitfalls 576 Key Criteria in Global Organizational Design 577 Environmental Factors 577 Firm-Specific Factors 578 Organizational Design Options 578 International Division Structure 579 Global Product Division Structure 579 Geographic Structure 580 Matrix Structure 583 The Global Network Solution 585 Organizing for Global Brand Management 587 Global Branding Committee 587 Brand Champion 587 Global Brand Manager 587 Informal, Ad Hoc Branding Meetings 587 Life Cycle of Organization Structures 588 Control of Global Marketing Efforts 590 Formal ( Bureaucratic ) Control Systems 590 Informal Control Methods 591 Soft versus Hard Levers 592 Short Cases 595 18 ♦ Marketing in Emerging Markets 597 Emerging Markets 598 Definition 598 Characteristics of Emerging Markets 599 Competing with the New Champions 603 The New Champions 603 Computing Against the Newcomers 607 Targeting/Positioning Strategies in Emerging Markets-BOP or No BOP 608 Entry Strategies for Emerging Markets 611 Timing of Entry 611 Entry Mode 612 Product Policy 612 Product Design 612 Branding 613 Packaging 614 Pricing Strategy 615 The Distribution Challenge 616 Creating Distribution Systems 617 Managing Distributor Relationships 618 Communication Strategies for Emerging Markets 619 Push versus Pull Activities 619 Mass Media versus Non-Traditional Marketing Approaches 619 Short Cases 623 19 ♦ Global Marketing and the Internet 626 Barriers to Global Internet Marketing 627 Language Barriers 627 Cultural Barriers 628 Infrastructure 629 Knowledge Barrier 631 Access Charges 632 Legal Environment and Government Regulations 632 Competitive Advantage and Cyberspace 633 Global Internet Consumers 634 Globally Integrated versus Locally Responsive Internet Marketing Strategies 637 The Internet and Global Product Policy 641 Global Branding and the Internet 641 Web-based Global New Product Development 642 Web-based Marketing of Services 643 Global Pricing and the Web 644 Global Distribution Strategies and the Internet 645 Role of Existing Channels 645 Е -Tailing Landscape 647 The Role of the Internet for Global Communication Strategies 648 Online Advertising 648 Non-Traditional (NT) Web-based Communication 650 Online Monitoring 652 Short Cases 655 Cases 659 The ¡Phone in South Korea 660 Honda in Europe 663 The Simpsons: A Multicultural Product? 669 Carrefour: Entry into India 673 Singapore: A Melting Pot 679 Subject Index 683 Author Index 703 Company Index 711 AuthoďfCofdbWahďHelsen emphasize the multilateral aspečf of international marketing in this text in order to prepare students to become well-versed in global marketing activi¬ ties. During this increasingly competitive environment, Global Marketing Management presents timely coverage of economic, financial, and marketing issues. Students will learn valuable managing insights through real-world scenarios in the updated cases and Global Perspectives in each chapter. New to this edition • Free access to Global Marketing Management System Online, 3.0 (GMMS03) available on the online book companion site • Abundant case studies available in text and online • Brand new chapter on Emerging Markets • New section on the timing of entry and a section on exit strategies • More extensive coverage of international retailing • A considerable focus on the decline of global economic and financial climates • Integration of global sourcing into the global marketing strategy (Ch 8) and the logistics and distribution chapter (Ch 15) for a smoother flow • Two new customer management practices: Global Account Management and Global Customer Relationship Management • Up-to-date information on cultural value systems, including an elaborate discus¬ sion of GLOBE • Expanded coverage of non-advertising communication modes in Ch 13 • Emphasis on Market Segmentation and Positioning in Ch 7 • Significant discussions on logistical management and an enhanced section on International Retailing
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author	Kotabe, Masaaki 1954- Helsen, Kristiaan
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title	Global marketing management
title_auth	Global marketing management
title_exact_search	Global marketing management
title_full	Global marketing management Masaaki Kotabe ; Kristiaan Helsen
title_fullStr	Global marketing management Masaaki Kotabe ; Kristiaan Helsen
title_full_unstemmed	Global marketing management Masaaki Kotabe ; Kristiaan Helsen
title_short	Global marketing management
title_sort	global marketing management
topic	Multinationales Unternehmen (DE-588)4075092-9 gnd Marketingmanagement (DE-588)4168907-0 gnd Internationales Marketing (DE-588)4125431-4 gnd Internationaler Wettbewerb (DE-588)4027415-9 gnd Globalisierung (DE-588)4557997-0 gnd Produktmanagement (DE-588)4125960-9 gnd
topic_facet	Multinationales Unternehmen Marketingmanagement Internationales Marketing Internationaler Wettbewerb Globalisierung Produktmanagement
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020348158&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020348158&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA
work_keys_str_mv	AT kotabemasaaki globalmarketingmanagement AT helsenkristiaan globalmarketingmanagement

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