Global marketing management: changes, new challenges, and strategies
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Oxford [u.a.]
Oxford Univ. Press
2012
|
| Ausgabe: | 3. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXV, 578 S. Ill., graph. Darst. 27 cm |
| ISBN: | 9780199609703 0199609705 |
Internformat
MARC
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| 653 | |a Export marketing / Management | ||
| 653 | |a International business enterprises / Management | ||
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Datensatz im Suchindex
| _version_ | 1804149046595551232 |
|---|---|
| adam_text | Titel: Global marketing management
Autor: Lee, Kiefer
Jahr: 2012
DETAILED CONTENTS
List of Vignettes xvi
List of Figures xix
List of Tables xxi
Guide to the Book xxii
Guide to the Online Resource Centre xxiv
Part One
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 31
Chapter 2: The Global Marketing Environment 38
The Global Marketing Environment: A Definition 40
Factors within the Global Environment 42
The Political Environment 44
The Legal Environment 48
The Economic Environment 49
The Socio-cultural Environment 61
The Technological Environment 62
The Competitive Environment 67
The Currency Environment 72
Pressure Groups 73
Chapter 3: Understanding Globalization 79
What is Globalization? 81
Opportunity or Threat? 88
Global Migration 97
Environmental Sustainability 100
Chapter 4: Understanding Global Cultures and Buyer Behaviour________________V 0^
What is Culture? 112
Understanding Consumer Behaviour 121
Culture and Consumer Behaviour 123
Managing Cultural Differences 126
Conducting Cross-cultural Analysis 128
Commodity Trading 138
Government Buying Behaviour 139
Organizational Buyers or B2B Buyer Behaviour 140
Culture and Ethics 142
Chapter 5: Understanding Social, Ethical, and Ecological Aspects of
Market Planning 148
History and Scope of CSR, CSP, and Sustainability 151
The Advantages and Dangers of doing the right thing 153
Sustainability and Marketing 158
Ethical responsibility 161
Corruption in Global Markets 170
Chapter 6: Opportunity Analysis and Selection of Markets 179
Global Market Selection 180
Marketing Information System 181
International Marketing Research 182
Global Market Segmentation 195
Selecting Markets for Targeting 199
Part One Case Study: Charting New Frontiers in Digital Music 214
PART TWO
Tte Development of Global Ivlarketing Strategies
Chapter 7: Market Entry Strategies 219
The International Marketing Environment and its Effect on Market
Entry Strategies 220
The Process of Internationalization 223
Other Theories of Internationalization 234
International Business Models 235
Market Entry Modes 239
The Electronic Marketplace 245
Marketing Strategy and Mode of Entry 246
Chapter 8: Creating, Developing, and Maintaining Competitive Advantage 255
National Competitiveness and Global Competition 256
Factors Affecting the Growth of Global Competition 258
Strategy and Competitive Advantage 264
The Anatomy of Competitive Advantage 265
Creating Competitive Advantage through Generic Strategies 269
The Resource-based Theory of Competitive Advantage 273
New Sources of Competitive Advantage 275
Chapter 9: Product and Brand Management 287
The Components of the International Product 288
International Product Management 291
Product Strategy 296
Strategic International Branding 302
New Product Development 312
Chapter 10: Global Services Marketing 321
The Significance of Services in the Global Economy 322
The Drivers for Growth in Cross-border Services 323
Defining Cross-border Services 328
The Challenges of Marketing Services Internationally 333
International Retail Franchising 337
The Strategic Considerations for Marketing Services Globally 338
Chapter 11: Management of Global Communications 351
Changes and Issues in Marketing Communications 352
Moving beyond the Standardize or Localize Debate 352
The Drive towards Integration 356
Advertising 359
Public Relations 367
Direct-response Marketing 370
Sponsorship 374
Exhibitions and Trade Fairs 376
Planning for Online Communications 378
Chapter 12: Managing Supply Chain and Distribution 389
A New Approach to Managing Supply Chains and Distribution 391
Factors Affecting Global Supply Chain Decisions 394
Collaboration in the Supply Chain 399
Developing Market-responsive Supply Chain Strategies 405
Chapter 13: Managing Global Marketing Relationships 420
What is a Marketing Relationship? 421
Managing Marketing Relationships 427
Relationships and Networks 432
Customer (Vertical Downstream) Relationships 433
Supplier (Vertical Upstream) Relationships 436
Lateral (Horizontal) Partnerships 438
Internal Partnerships 442
Strategic Challenges in Managing Relationships 444
Chapter 14: Global Pricing and Terms of Access 454
Factors Affecting Global Pricing Decisions 456
Pricing Strategy 459
Specific Price Approaches 462
Price Adaptation 465
Price Changes 471
Special Issues in Global Price Setting 472
The Export Order Process 482
Terms of Access 484
Special Trade Terms in Exporting (Incoterms) 485
Export Documentation 485
Part Two Case Study: The Global Thirst for Bottled Soft Drinks 493
PART THREE
Implementing and Coordinating Global Marketing Operations
Chapter 15: Sales Force Management and Negotiation 499
The Changing Nature of Sales Management 501
International Sales Management Decisions 503
Cultural Impact on International Sales Force Management 506
Developing Customer-oriented Personal Selling 510
Sales Negotiations and the Effect of Culture 511
Preparing for Selling and Negotiating 512
Preparation for Sales Negotiations 513
The Transactional Sales Negotiation Process 515
The Relationship Approach to Sales Negotiation 515
Ethical Considerations in Global Negotiations 518
The Role of Training 520
Chapter 16: Organizing and Controlling Global Marketing Operations 527
Philosophy of Management 529
Planning for Global Marketing 529
Global Control Mechanisms 533
Organizing for Global Marketing 543
Issues in Global Organizational Structures 549
Part Three Case Study: Expanding Higher Education in Southern Africa 556
Glossary of Marketing Terms 559
Index 563
|
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| institution | BVB |
| isbn | 9780199609703 0199609705 |
| language | English |
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| physical | XXV, 578 S. Ill., graph. Darst. 27 cm |
| publishDate | 2012 |
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| publisher | Oxford Univ. Press |
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| spelling | Lee, Kiefer Verfasser (DE-588)171930908 aut Global marketing management changes, new challenges, and strategies Kiefer Lee ; Steve Carter 3. ed. Oxford [u.a.] Oxford Univ. Press 2012 XXV, 578 S. Ill., graph. Darst. 27 cm txt rdacontent n rdamedia nc rdacarrier Multinationales Unternehmen Internationales Marketing (DE-588)4125431-4 gnd rswk-swf Export marketing / Management International business enterprises / Management Strategic planning (DE-588)4123623-3 Lehrbuch gnd-content Internationales Marketing (DE-588)4125431-4 s 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=024954207&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Lee, Kiefer Carter, Steve Global marketing management changes, new challenges, and strategies Multinationales Unternehmen 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 | Multinationales Unternehmen Internationales Marketing (DE-588)4125431-4 gnd |
| topic_facet | Multinationales Unternehmen Internationales Marketing Lehrbuch |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024954207&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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