Global Marketing Information Center: Table of Contents


		Table of Contents

Global Marketing: Contemporary Theory, Practice, and Cases

Ilan Alon, Rollins College
Eugene Jaffe, Ruppin Academic Center
Donata Vianelli, University of Trieste, Italy

Detailed_TOC (611.0K)

PART 1 GLOBAL MARKETING ENVIRONMENTS

Chapter 1	Understanding Global Markets and Marketing
Chapter 2	Assessing the Global Marketing Environment—The Global Economy and Technology
Chapter 3	Evaluating Cultural and Social Environments
Chapter 4	Analyzing Political and Legal Environments
Chapter 5	Integrating Global, Regional, and National Markets

PART 2 GLOBAL MARKETING FUNCTIONS AND STRATEGIES

Chapter 6	Conducting Marketing Research
Chapter 7	Selecting International Markets
Chapter 8	Entering Global Markets
Chapter 9	Segmenting, Targeting, and Positioning for Global Markets

PART 3 THE FOUR Ps OF GLOBAL MARKETING

Chapter 10	Developing Global Products and Brands
Chapter 11	Setting Global Prices
Chapter 12	Global Placement and Distribution Channels
Chapter 13	Launching Global Communication and Advertising

PART 4 NEW TRENDS IN GLOBAL MARKETING

Chapter 14	Using Social Media for Global Marketing
Chapter 15	Designing and Controlling Global Marketing Systems
Chapter 16	Defining Ethics and Corporate Social Responsibility in the International Marketplace

PART 5 COMPREHENSIVE GLOBAL MARKETING CASES
Part 1	Global Marketing Environments
Case P1-1	International Marketing at Marks & Spencer: A UK Retailer
Case P1-2	MacEwan Goes Global: Internationalization at a Canadian School of Business
Case P1-3	Estimating Demand in Emerging Markets for Kodak Express

Part 2	Global Marketing Functions and Strategies
Case P2-1	Ruth's Chris: The High Stakes of International Expansion
Case P2-2	A Speed Race: Benelli and QJ Compete in the International Motorbike Arena
Case P2-3	Riviera Radio (RR): Developing a Market in a Highly Diverse Community

Part 3	The Four Ps of Global Marketing
Case P3-1	Master International Franchising in China : The Athlete's Foot, Inc. (A)
Case P3-2	San Francisco Coffee House: An American Style Franchise in Croatia
Case P3-3	Euro Disney

Part 4	New Trends in Global Marketing
Case P4-1	Mobile Language Learning: Praxis Makes Perfect in China
Case P4-2	Birzeit Pharmaceutical Company: Marketing from Palestine
Case P4-3	Social Entrepreneurship and Sustainable Farming in Indonesia

Instructors: To experience this product firsthand, contact your McGraw-Hill Education Learning Technology Specialist.