{"product_id":"global-marketing-management-isbn-9781119888765","title":"Global Marketing Management","description":"\u003cp\u003e\u003cb\u003eAn indispensable resource for students of marketing, management, and international business\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn the newly revised ninth edition of \u003ci\u003eGlobal Marketing Management\u003c\/i\u003e, a decorated team of international marketing professionals delivers an authoritative discussion of the realities of global marketing in today’s economy and an insightful exploration of the future of marketing to an international audience. You’ll obtain an integrated understanding of marketing best practices on a global scale, complete with relevant historical background and descriptions of current marketing environments.\u003c\/p\u003e \u003cp\u003eThe latest edition builds on four major structural changes to the global marketing environment: growing anti-globalization sentiment, the growth of information technology tools, the increasing demand for personalization, and the environmental impact of business activity. In-depth case studies offer lively discussions of real-world global marketing campaigns and are accessible online. \u003ci\u003eGlobal Marketing Management\u003c\/i\u003e also provides:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eThoroughly updated examples and case studies with contemporary information\u003c\/li\u003e \u003cli\u003eAn ongoing emphasis on the increased volatility and uncertainty of today’s global markets\u003c\/li\u003e \u003cli\u003eUpdated discussions of the balance to be struck between pursuing economies of scale and respecting unique cultural sensitivities\u003c\/li\u003e \u003cli\u003eNew explorations of major global environmental and ethical issues\u003c\/li\u003e \u003cli\u003eNew chapters on emerging markets, internet marketing, and corporate social responsibility\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003cb\u003e1 Globalization Imperative 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy Global Marketing Is Imperative 4\u003c\/p\u003e \u003cp\u003eThe Fluid Nature of Global Competition 8\u003c\/p\u003e \u003cp\u003eGlobalization of Markets: Convergence and Divergence 12\u003c\/p\u003e \u003cp\u003eEvolution of Global Marketing 19\u003c\/p\u003e \u003cp\u003eSummary 28\u003c\/p\u003e \u003cp\u003eKey Terms 28\u003c\/p\u003e \u003cp\u003eReview Questions 28\u003c\/p\u003e \u003cp\u003eDiscussion Questions 28\u003c\/p\u003e \u003cp\u003eFurther Reading 29\u003c\/p\u003e \u003cp\u003eAppendix: Theories of International Trade and the Multinational Enterprise 30\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 Economic Environment 38\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntertwined World Economy 40\u003c\/p\u003e \u003cp\u003eCountry Competitiveness 46\u003c\/p\u003e \u003cp\u003eEmerging Markets 48\u003c\/p\u003e \u003cp\u003eEvolution of Cooperative Global Trade Agreements 51\u003c\/p\u003e \u003cp\u003eInformation Technology and the Changing Nature of Competition 59\u003c\/p\u003e \u003cp\u003eRegional Economic Arrangements 62\u003c\/p\u003e \u003cp\u003eMultinational Corporations 67\u003c\/p\u003e \u003cp\u003eSummary 69\u003c\/p\u003e \u003cp\u003eKey Terms 70\u003c\/p\u003e \u003cp\u003eReview Questions 70\u003c\/p\u003e \u003cp\u003eDiscussion Questions 71\u003c\/p\u003e \u003cp\u003eFurther Reading 72\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 Financial Environment 73\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHistorical Role of the U.S. Dollar 74\u003c\/p\u003e \u003cp\u003eDevelopment of Today’s International Monetary System 75\u003c\/p\u003e \u003cp\u003eForeign Exchange and Foreign Exchange Rates 81\u003c\/p\u003e \u003cp\u003eBalance of Payments 89\u003c\/p\u003e \u003cp\u003eEconomic and Financial Turmoil around the World 94\u003c\/p\u003e \u003cp\u003eMarketing in the Euro Area 101\u003c\/p\u003e \u003cp\u003eSummary 107\u003c\/p\u003e \u003cp\u003eKey Terms 108\u003c\/p\u003e \u003cp\u003eReview Questions 108\u003c\/p\u003e \u003cp\u003eDiscussion Questions 108\u003c\/p\u003e \u003cp\u003eFurther Reading 109\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 Global Cultural Environment and Buying Behavior 110\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMeaning of Culture 112\u003c\/p\u003e \u003cp\u003eElements of Culture 113\u003c\/p\u003e \u003cp\u003eCross-Cultural Comparisons 126\u003c\/p\u003e \u003cp\u003eCultural Distance 134\u003c\/p\u003e \u003cp\u003eAdapting to Cultures 135\u003c\/p\u003e \u003cp\u003eCulture and the Marketing Mix 137\u003c\/p\u003e \u003cp\u003eSummary 144\u003c\/p\u003e \u003cp\u003eKey Terms 145\u003c\/p\u003e \u003cp\u003eReview Questions 145\u003c\/p\u003e \u003cp\u003eDiscussion Questions 145\u003c\/p\u003e \u003cp\u003eFurther Reading 147\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 Political and Legal Environment 148\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePolitical Environment—Individual Governments 149\u003c\/p\u003e \u003cp\u003ePolitical Environment—Social Pressures and Political Risk 163\u003c\/p\u003e \u003cp\u003eTerrorism and the World Economy 171\u003c\/p\u003e \u003cp\u003eInternational Agreements 174\u003c\/p\u003e \u003cp\u003eInternational Law and Local Legal Environment 179\u003c\/p\u003e \u003cp\u003eIssues Transcending National Boundaries 184\u003c\/p\u003e \u003cp\u003eSummary 200\u003c\/p\u003e \u003cp\u003eKey Terms 200\u003c\/p\u003e \u003cp\u003eReview Questions 201\u003c\/p\u003e \u003cp\u003eDiscussion Questions 201\u003c\/p\u003e \u003cp\u003eFurther Reading 203\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 Global Marketing Research 204\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eResearch Problem Formulation 208\u003c\/p\u003e \u003cp\u003eSecondary Global Marketing Research 210\u003c\/p\u003e \u003cp\u003ePrimary Global Marketing Research 214\u003c\/p\u003e \u003cp\u003eLeveraging the Internet for Global Market Research Studies 222\u003c\/p\u003e \u003cp\u003eMarket Size Assessment 225\u003c\/p\u003e \u003cp\u003eNew Market Information Technologies 230\u003c\/p\u003e \u003cp\u003eManaging Global Marketing Research 232\u003c\/p\u003e \u003cp\u003eSummary 234\u003c\/p\u003e \u003cp\u003eKey Terms 235\u003c\/p\u003e \u003cp\u003eReview Questions 236\u003c\/p\u003e \u003cp\u003eDiscussion Questions 236\u003c\/p\u003e \u003cp\u003eFurther Reading 237\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 Global Segmentation and Positioning 238\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eReasons for International Market Segmentation 239\u003c\/p\u003e \u003cp\u003eInternational Market Segmentation Approaches 243\u003c\/p\u003e \u003cp\u003eSegmentation Scenarios 244\u003c\/p\u003e \u003cp\u003eBases for International Market Segmentation 246\u003c\/p\u003e \u003cp\u003eInternational Positioning Strategies 254\u003c\/p\u003e \u003cp\u003eGlobal Foreign and Local Consumer Culture Positioning 260\u003c\/p\u003e \u003cp\u003eSummary 263\u003c\/p\u003e \u003cp\u003eKey Terms 263\u003c\/p\u003e \u003cp\u003eReview Questions 263\u003c\/p\u003e \u003cp\u003eDiscussion Questions 263\u003c\/p\u003e \u003cp\u003eFurther Reading 264\u003c\/p\u003e \u003cp\u003eAppendix: Segmentation Tools 265\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Global Marketing Strategies 269\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eInformation Technology and Global Competition 270\u003c\/p\u003e \u003cp\u003eGlobal Strategy 275\u003c\/p\u003e \u003cp\u003eGlobal Marketing Strategy 288\u003c\/p\u003e \u003cp\u003eR\u0026amp;D Operations and Marketing Interfaces 293\u003c\/p\u003e \u003cp\u003eRegionalization of Global Marketing Strategy 299\u003c\/p\u003e \u003cp\u003eCompetitive Analysis 307\u003c\/p\u003e \u003cp\u003eSummary 308\u003c\/p\u003e \u003cp\u003eKey Terms 309\u003c\/p\u003e \u003cp\u003eReview Questions 309\u003c\/p\u003e \u003cp\u003eDiscussion Questions 309\u003c\/p\u003e \u003cp\u003eFurther Reading 310\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 Global Market Entry Strategies 312\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCountry Selection 313\u003c\/p\u003e \u003cp\u003eScale of Entry 316\u003c\/p\u003e \u003cp\u003eChoosing the Mode of Entry 317\u003c\/p\u003e \u003cp\u003eExporting 321\u003c\/p\u003e \u003cp\u003eLicensing 323\u003c\/p\u003e \u003cp\u003eFranchising 325\u003c\/p\u003e \u003cp\u003eExpanding through Joint Ventures and Alliances 327\u003c\/p\u003e \u003cp\u003eWholly Owned Subsidiaries 333\u003c\/p\u003e \u003cp\u003eDynamics of Entry Strategies 338\u003c\/p\u003e \u003cp\u003eTiming of Entry 340\u003c\/p\u003e \u003cp\u003eExit Strategies 342\u003c\/p\u003e \u003cp\u003eSummary 346\u003c\/p\u003e \u003cp\u003eKey Terms 347\u003c\/p\u003e \u003cp\u003eReview Questions 347\u003c\/p\u003e \u003cp\u003eDiscussion Questions 347\u003c\/p\u003e \u003cp\u003eFurther Reading 349\u003c\/p\u003e \u003cp\u003eAppendix A: Country Screening—Converting Raw Data into a 10-Point Scale 349\u003c\/p\u003e \u003cp\u003eAppendix B: Alternative Country Screening Procedure 350\u003c\/p\u003e \u003cp\u003eAppendix C: Mode of Entry Choice— Three Theoretical Perspectives 351\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 Global Product Policy Decisions I: Developing New Products for Global Markets 353\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStandardization versus Customization 355\u003c\/p\u003e \u003cp\u003eMultinational Diffusion 361\u003c\/p\u003e \u003cp\u003eDeveloping New Products in the Global Marketplace 365\u003c\/p\u003e \u003cp\u003eTruly Global Product Development 375\u003c\/p\u003e \u003cp\u003eSummary 377\u003c\/p\u003e \u003cp\u003eKey Terms 377\u003c\/p\u003e \u003cp\u003eReview Questions 378\u003c\/p\u003e \u003cp\u003eDiscussion Questions 378\u003c\/p\u003e \u003cp\u003eFurther Reading 379\u003c\/p\u003e \u003cp\u003eAppendix A: Using Conjoint Analysis for Concept Testing in Global New Product Development 380\u003c\/p\u003e \u003cp\u003eAppendix B: Back-of-the-Envelope Calculations— Incremental Break-Even Analysis (IBEA) 382\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11 Global Product Policy Decisions II: Marketing Products and Services 385\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGlobal Branding Strategies 387\u003c\/p\u003e \u003cp\u003eManagement of Multinational Product Lines 401\u003c\/p\u003e \u003cp\u003eProduct Piracy 406\u003c\/p\u003e \u003cp\u003eCountry-of-Origin (COO) Effects 410\u003c\/p\u003e \u003cp\u003eGlobal Marketing of Services 416\u003c\/p\u003e \u003cp\u003eSummary 420\u003c\/p\u003e \u003cp\u003eKey Terms 421\u003c\/p\u003e \u003cp\u003eReview Questions 421\u003c\/p\u003e \u003cp\u003eDiscussion Questions 421\u003c\/p\u003e \u003cp\u003eFurther Reading 422\u003c\/p\u003e \u003cp\u003e\u003cb\u003e12 Global Pricing 423\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDrivers of Foreign Market Pricing 424\u003c\/p\u003e \u003cp\u003eManaging Price Escalation 432\u003c\/p\u003e \u003cp\u003ePricing in Inflationary Environments 435\u003c\/p\u003e \u003cp\u003eGlobal Pricing Currency Fluctuations and Tariffs 437\u003c\/p\u003e \u003cp\u003eTransfer Pricing 441\u003c\/p\u003e \u003cp\u003eGlobal Pricing and Antidumping Regulation 445\u003c\/p\u003e \u003cp\u003ePrice Coordination 446\u003c\/p\u003e \u003cp\u003eSummary 450\u003c\/p\u003e \u003cp\u003eKey Terms 451\u003c\/p\u003e \u003cp\u003eReview Questions 451\u003c\/p\u003e \u003cp\u003eDiscussion Questions 451\u003c\/p\u003e \u003cp\u003eFurther Reading 452\u003c\/p\u003e \u003cp\u003e\u003cb\u003e13 Global Communication Strategies 453\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGlobal Advertising and Culture 454\u003c\/p\u003e \u003cp\u003eSetting the Global Advertising Budget 458\u003c\/p\u003e \u003cp\u003eCreative Strategy 461\u003c\/p\u003e \u003cp\u003eGlobal Media Decisions 468\u003c\/p\u003e \u003cp\u003eAdvertising Regulations 470\u003c\/p\u003e \u003cp\u003eChoosing an Advertising Agency 474\u003c\/p\u003e \u003cp\u003eOther Communication Platforms 476\u003c\/p\u003e \u003cp\u003eGlobally Integrated Marketing Communications (GIMC) 488\u003c\/p\u003e \u003cp\u003eSummary 490\u003c\/p\u003e \u003cp\u003eKey Terms 490\u003c\/p\u003e \u003cp\u003eReview Questions 490\u003c\/p\u003e \u003cp\u003eDiscussion Questions 491\u003c\/p\u003e \u003cp\u003eFurther Reading 491\u003c\/p\u003e \u003cp\u003e\u003cb\u003e14 Sales Management 493\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMarket Entry Options and Salesforce Strategy 495\u003c\/p\u003e \u003cp\u003eCultural Considerations 499\u003c\/p\u003e \u003cp\u003eImpact of Culture on Sales Management and Personal Selling Process 505\u003c\/p\u003e \u003cp\u003eCross-Cultural Negotiations 511\u003c\/p\u003e \u003cp\u003eExpatriates 516\u003c\/p\u003e \u003cp\u003eSummary 523\u003c\/p\u003e \u003cp\u003eKey Terms 523\u003c\/p\u003e \u003cp\u003eReview Questions 523\u003c\/p\u003e \u003cp\u003eDiscussion Questions 524\u003c\/p\u003e \u003cp\u003eFurther Reading 524\u003c\/p\u003e \u003cp\u003e\u003cb\u003e15 Global Logistics and Distribution 526\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDefinition of Global Logistics 528\u003c\/p\u003e \u003cp\u003eManaging Physical Distribution 530\u003c\/p\u003e \u003cp\u003eManaging Sourcing Strategy 540\u003c\/p\u003e \u003cp\u003eFree Trade Zones 550\u003c\/p\u003e \u003cp\u003eInternational Distribution Channel 554\u003c\/p\u003e \u003cp\u003eInternational Retailing 556\u003c\/p\u003e \u003cp\u003eSummary 567\u003c\/p\u003e \u003cp\u003eKey Terms 568\u003c\/p\u003e \u003cp\u003eReview Questions 568\u003c\/p\u003e \u003cp\u003eDiscussion Questions 569\u003c\/p\u003e \u003cp\u003eFurther Reading 570\u003c\/p\u003e \u003cp\u003e\u003cb\u003e16 Export and Import Management 571\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOrganizing for Exports 573\u003c\/p\u003e \u003cp\u003eIndirect Exporting 575\u003c\/p\u003e \u003cp\u003eDirect Exporting 576\u003c\/p\u003e \u003cp\u003eMechanics of Exporting 577\u003c\/p\u003e \u003cp\u003eRole of the Government in Promoting Exports 583\u003c\/p\u003e \u003cp\u003eManaging Imports— The Other Side of the Coin 589\u003c\/p\u003e \u003cp\u003eMechanics of Importing 591\u003c\/p\u003e \u003cp\u003eGray Markets 593\u003c\/p\u003e \u003cp\u003eSummary 602\u003c\/p\u003e \u003cp\u003eKey Terms 602\u003c\/p\u003e \u003cp\u003eReview Questions 602\u003c\/p\u003e \u003cp\u003eDiscussion Questions 603\u003c\/p\u003e \u003cp\u003eFurther Reading 604\u003c\/p\u003e \u003cp\u003e\u003cb\u003e17 Planning, Organization, and Control of Global Marketing Operations 605\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGlobal Strategic Marketing Planning 606\u003c\/p\u003e \u003cp\u003eKey Criteria in Global Organizational Design 607\u003c\/p\u003e \u003cp\u003eOrganizational Design Options 609\u003c\/p\u003e \u003cp\u003eOrganizing for Global Brand Management 617\u003c\/p\u003e \u003cp\u003eLife Cycle of Organizational Structures 619\u003c\/p\u003e \u003cp\u003eControl of Global Marketing Efforts 621\u003c\/p\u003e \u003cp\u003eSummary 624\u003c\/p\u003e \u003cp\u003eKey Terms 625\u003c\/p\u003e \u003cp\u003eReview Questions 625\u003c\/p\u003e \u003cp\u003eDiscussion Questions 625\u003c\/p\u003e \u003cp\u003eFurther Reading 626\u003c\/p\u003e \u003cp\u003e\u003cb\u003e18 Marketing Strategies for Emerging Markets 627\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEmerging Markets 628\u003c\/p\u003e \u003cp\u003eCompeting with the New Champions 633\u003c\/p\u003e \u003cp\u003eTargeting\/Positioning Strategies in Emerging Markets 640\u003c\/p\u003e \u003cp\u003eEntry Strategies for Emerging Markets 645\u003c\/p\u003e \u003cp\u003eProduct Policy 647\u003c\/p\u003e \u003cp\u003ePricing Strategy 650\u003c\/p\u003e \u003cp\u003eThe Distribution Challenge 651\u003c\/p\u003e \u003cp\u003eCommunication Strategies for Emerging Markets 654\u003c\/p\u003e \u003cp\u003eSummary 657\u003c\/p\u003e \u003cp\u003eKey Terms 657\u003c\/p\u003e \u003cp\u003eReview Questions 657\u003c\/p\u003e \u003cp\u003eDiscussion Questions 657\u003c\/p\u003e \u003cp\u003eFurther Reading 658\u003c\/p\u003e \u003cp\u003e \u003c\/p\u003e \u003cp\u003e\u003cb\u003e19 Global Marketing and the Internet 659\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBarriers to Global Internet Marketing 661\u003c\/p\u003e \u003cp\u003eGlobal Internet Consumers 668\u003c\/p\u003e \u003cp\u003eGlobally Integrated versus Locally Responsive Internet Marketing Strategies 669\u003c\/p\u003e \u003cp\u003eThe Internet and Global Product Policy 671\u003c\/p\u003e \u003cp\u003eGlobal Pricing and the Web 673\u003c\/p\u003e \u003cp\u003eGlobal Distribution Strategies and the Internet 675\u003c\/p\u003e \u003cp\u003eThe Role of the Internet for Global Communication Strategies 680\u003c\/p\u003e \u003cp\u003eSummary 685\u003c\/p\u003e \u003cp\u003eKey Terms 685\u003c\/p\u003e \u003cp\u003eReview Questions 685\u003c\/p\u003e \u003cp\u003eDiscussion Questions 686\u003c\/p\u003e \u003cp\u003eFurther Reading 686\u003c\/p\u003e \u003cp\u003e\u003cb\u003e20 Sustainable Marketing in the Global Marketplace 687\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGlobal Corporate Citizenship 688\u003c\/p\u003e \u003cp\u003eMajor Areas of CSR 691\u003c\/p\u003e \u003cp\u003eThe Case for Sustainability 699\u003c\/p\u003e \u003cp\u003eChallenges for Sustainability Strategies 702\u003c\/p\u003e \u003cp\u003eSustainable Marketing and Global Consumers 706\u003c\/p\u003e \u003cp\u003eDeveloping and Implementing a Sustainable Strategy 709\u003c\/p\u003e \u003cp\u003eGlobal Stakeholder Engagement Programs 715\u003c\/p\u003e \u003cp\u003eSustainable Marketing Mix Policy for the Global Marketplace 716\u003c\/p\u003e \u003cp\u003eCrisis Management and Consumer Boycotts 722\u003c\/p\u003e \u003cp\u003eSummary 726\u003c\/p\u003e \u003cp\u003eKey Terms 726\u003c\/p\u003e \u003cp\u003eReview Questions 726\u003c\/p\u003e \u003cp\u003eDiscussion Questions 726\u003c\/p\u003e \u003cp\u003eFurther Reading 727\u003c\/p\u003e \u003cp\u003eSubject Index I-1\u003c\/p\u003e \u003cp\u003eName Index I-20\u003c\/p\u003e \u003cp\u003eCompany Index I-29\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default 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