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Global marketing : contemporart theory, practice, and cases

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Taking the marketing function global is no easy task. It requires managers to think globally and strategically about global markets and comparative marketing environ¬ments. International markets pose the challenge of differing political, social, eco¬nomic, and technological environments. Regional and national differences may render some marketing strategies and tactics ineffectual in new environments.
Identifying opportunities in the global environment requires market research and analysis that spans national boundaries. Segmentation, targeting, and positioning strat¬egies of multinational firm must look for the commonalities across markets as well as take into account the idiosyncrasies of individual markets. It is in this context that the 4Ps (product, price, place, and promotion) are implemented. This book examines the 4Ps and gives students tools for analyzing the pros and cons of related international marketing decisions. The individual decisions of the marketer have to be examined holistically. Coordination, design, and control of marketing across markets and func¬tions are, thus, critical.
Recent years were accentuated by a rise of new technologies, such as social media, and new attention to social responsibility and ethics in corporate leadership. This book captures these new developments by adding a Technology in Focus boxed feature in many chapters, and by dedicating chapters to the subjects of social responsibility, eth¬ics, and social media in global marketing.
THE APPROACH OF THIS TEXT
Our objective in writing Global Marketing was to publish a marketing textbook with a truly global orientation. This objective has been carried out by three authors who not only live in different areas of the world, the United States, Europe and Israel, but also have extensive international teaching and consulting experience (Austria, Australia, China, Croatia, Denmark, France, Germany, India, Israel, Italy, Slovenia, and United States of America among others). Taken together, the three authors have over 80 years of international business and marketing teaching experience. This global orientation is also exemplified by the cases found at the end of each chapter. They cover a large number of countries and were written by an international group of educators. Most of the cases were solicited specifically for this book. We have endeavored to include material about marketing from not only developed countries, but also emerging mar-
s, including strategies for large multinational corporations and small/medium firms. Both long analytical cases, at the last section of the book (Part 5), and short discussion
es at the end of each chapter, add to the pedagogical milieu available for professors
ind a variety of learning materials for the students. The book attempts to strike a bal-
Mce between theory and practice that will allow students to enrich their international
marketing vocabulary, comprehend international marketing models, apply their learn-
cases, and contend with problems facing the global marketing manager.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

658.81 Alo g

Penerbit

New York : Mc Graw-Hill., 2013

Deskripsi Fisik

xxii, 602 hal. : il. ; 25 cm.

Bahasa

English

ISBN/ISSN

9780071318204

Klasifikasi

658.81

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Manajemen Pemasaran

Info Detail Spesifik

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Pernyataan Tanggungjawab

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Versi lain/terkait

Lampiran Berkas

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