Instant download Test Bank for Global Marketing 7th Edition by Keegan pdf docx epub after payment.
Product details:
- ISBN-10 : 9780132719155
- ISBN-13 : 978-0132719155
- Author:
The excitement, challenges, and controversies of global marketing.
Global Marketing reflects current issues and events while offering conceptual and analytical tools that will help readers apply the 4Ps to global marketing.
The seventh edition examines the effect of the global financial crisis on global marketing strategy.
Table of contents:
PART I - INTRODUCTION Chapter 1 Introduction to Global Marketing Case 1-1 McDonald's Expands Globally While Adjusting Its Local Recipe Case 1-2 Acer Inc. PART II - THE GLOBAL MARKETING ENVIRONMENT Chapter 2 The Global Economic Environment Case 2-1 Vietnam's Market Potential Case 2-2 Is China's Currency Too Strong? Chapter 3 The Global Trade Environment Case 3-1 The Free Trade Area of the Americas Chapter 4 Social and Cultural Environments Case 4-1 Fair Trade Coffee: Ethics, Religion and Sustainable Production Case 4-2 Barbie: The American Girl Goes Global Chapter 5 The Political, Legal, and Regulatory Environments of Global Marketing Case 5-1 America's Cuba Conundrum Case 5-2 Genetically Modified Organisms PART III - APPROACHING GLOBAL MARKETS Chapter 6 Global Information Systems and Market Research Case 6-1 Research Helps Whirlpool Act Local in a Global Market Chapter 7 Segmentation, Targeting, and Positioning Case 7-1 Carmakers Target Gen Y Case 7-2 The Youth of the World Proclaim " We Want Our MTV" Chapter 8 Importing, Exporting, and Sourcing Case 8-1 Concerns about Factory Safety and Worker Exploitation in Developing Countries Case 8-2 U.S. Sugar Subsidies-Too Sweet a Deal? Chapter 9 Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances Case 9-1 Ford Bets Billions on Jaguar Case 9-2 SABMiller in China PART IV - THE GLOBAL MARKETING MIX Chapter 10 Product and Brand Decisions Case 10-1 The Video Console Wars Case 10-2 The Smart Car Chapter 11 Pricing Decisions Case 11-1 LVMH and Luxury Goods Marketing Chapter 12 Global Marketing Channels and Physical Distribution Case 12-1 Carrefour Expands Abroad Case 12-2 The Future of Radio Frequency Identification Chapter 13 Global Marketing Communications Decisions I: Advertising and Public Relations Case 13-1 Adidas-Solomon Chapter 14 Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, Special Forms of Marketing Communication, Case 14-1 Marketing an Industrial Product in Latin America PART V - STRATEGY AND LEADERSHIP IN THE 21ST CENTURY Chapter 15 Strategic Elements of Competitive Advantage Case 15-1 Kodak in the Twenty First Century: The Search for New Sources of Competitive Advantage Case 15-2 Lego Chapter 16 Leading, Organizing, and Controlling the Global Marketing Effort Case 16-1 A Marketer Takes the Wheel at Volkswagen AG: Case 16-2 Boeing Versus Airbus: A Battle for the Skies Chapter 17 The Digital Revolution and the Global E-Marketplace Case 17-1 eBay in Asia Case 17-2 Blackberry in Japan OR Case 17-2 Apple and the Digital Rights Management Controversy
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