Global Marketing"Following the tradition of Keegan's acclaimed Global Marketing Management, this groundbreaking full-color book offers a concise introduction to the field that is presented in a lively reader-friendly style. The authors integrate relevant real-world cases, vignettes, and boxed features with a clear, engaging narrative to effectively communicate the excitement, challenge and discipline of global marketing. Coverage features an enhanced presentation of global trade; expanded and improved social/cultural coverage; the most recent research; the impact of Information Technology; an expanded section on global retailing; finance coverage in a valuable chapter appendix; a consolidated treatment of market entry strategies; specialized discussions of global communication decisions; quotes from today's professionals; enhanced Internet integration throughout the book; concise, issue-oriented and timely cases; and a vivid, full-color design. For those interested in international marketing and the global business environment." -- Publisher. |
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Acer adaptation Adidas advertising Advertising Age agreement American Asia Asian Benetton Brazil buyers capital China Coca-Cola communication company's competitive advantage competitors consumer corporate cost country markets create culture currency customers dollars economic euro Europe European Union example executives export Financial firms focus foreign France free trade Germany global brand global companies global marketing Group growth home country IKEA important income increased India industry innovation integration investment issue Japan Japanese joint venture Jollibee keiretsu manufacturing Marketing Company marketing mix Mattel McDonald's Mercosur Mexico million Nestlé Nokia offer operations opportunities organization percent policies potential President promotion regional response retailers revenues segment selling Shih Sony Source South Korea suppliers Table Taiwan target tariffs tion Today U.S. companies United Wal-Mart Wall Street Journal World Trade Organization worldwide