Global marketing / Kate Gillespie, H. David Hennessey.

Enhanced descriptions from Syndetics:

Covers the essential concepts of global marketing with the aid of real-life examples and cases. This title also offers coverage of developed and developing markets, including insights into the often-overlooked markets of Africa, Latin America, and the Middle East.

Table of contents provided by Syndetics

• 1 Introduction to Global Marketing
• The Importance of Global Markets
• The Development of Global Marketing
• Why Study Global Marketing?
• Part I Understanding the Global Marketing Environment
• 2 The Global Economy
• International Trade: An Overview
• The Basic Theories of World Trade: Absolute, Comparative, and Competitive Advantage
• Global Outsourcing
• Balance of Payments
• Exchange Rates
• International Agencies for Promoting Economic and Monetary Stability
• Protectionism and Trade Restrictions
• Economic Integration as a Means of Promoting Trade
• The Globalization Controversy
• 3 Cultural and Social Forces
• A Definition of Culture
• Religion
• The Family
• Education
• Attitudes Toward Time
• The Hofstede Measures of Culture
• Language and Communication
• Overcoming the Language Barrier
• Adapting to Cultural Differences
• 4 Political and Regulatory Climate
• Host Country Political Climate
• Host Government Actions
• Home Country Political Forces
• Legal Environments
• National Regulatory Environments
• Regulatory Change
• Political Risk
• Global Marketing and Terrorism
• Part II Analyzingglobal Opportunities
• 5 Global Markets
• Understanding Markets and Buyers
• The Consumer Market
• Business Markets
• Government Markets
• 6 Global Competitors
• The Globalization of Competition
• Cultural Attitudes Toward Competition
• Home Country Actions and Global Competitiveness
• Competition from Emerging Markets
• The Country-of-Origin Advantage
• 7 Global Marketing Research
• The Scope of International Marketing Research
• Challenges in Planning International Research
• The Research Process
• Utilizing Secondary Data
• Analysis by Inference
• Collecting Primary Data
• Studying the Competition
• Outsourcing Research
• Developing a Global Information System
• Part III Developing Global Participation Strategies
• 8 Global Market Participation
• Internationalizing Marketing Operations
• Evaluating National Markets
• Geographic Market Choices
• Country Selection
• 9 Global Market Entry Strategies
• Exporting as an Entry Strategy
• Foreign Production as an Entry Strategy
• Ownership Strategies
• Entering Markets Through Mergers and Acquisitions
• Entry Strategy Selection and Configuration
• Exit Strategies
• Part IV Designing Global Marketing Programs
• 10 Global Product Strategies
• Product Design in a Global Environment
• Packaging and Labeling for Global Markets
• Global Warranty and Service Policies
• Managing a Global Product Line
• Developing a Global Product
• New Product Development Processes for Global Markets
• Introducing New Products to Global Markets
• 11 Global Strategies for Services, Brands, and Social Marketing
• Marketing Services Globally
• Branding Decisions
• Trademarks and Brand Protection
• Social Marketing in the Global Context
• 12 Pricing for International and Global Markets
• Profit and Cost Factors Affecting Pricing
• Market Factors That Affect Pricing
• Environmental Factors That Affect Pricing
• Managerial Issues in Global Pricing
• 13 Managing Global Distribution Channels
• The Structure of the Global Distribution System
• Foreign Market Channel Members
• Analyzing National Channels
• Factors Influencing the Selection of Channel Members
• Locating and Selecting Channel Partners
• Managing Global Distribution
• Gaining Access to Distribution Channels
• Global Logistics
• Global Trends in Retailing
• Smuggling
• 14 Global Promotion Strategies
• Global Promotion Strategies
• Personal Selling
• Global Account Management
• Selling to Businesses and Governments
• Other Forms of Promotion
• Public Relations
• 15 Managing Global Advertising
• Global versus Local Advertising
• Developing Global Campaigns
• The Global-Local Decision
• Overcoming Language Barriers
• Global Media Strategy
• Organizing the Global Advertising Effort
• Part V Managing the Global Marketing Effort
• 16 Organizing for Global Marketing
• Elements That Affect a Global Marketing Organization
• Types of Organizational Structures
• Controlling the Global Organization
• Conflict Between Headquarters and Subsidiaries
• Considering a Global Marketing Career