Global Marketing 3rd Edition

Global Marketing 3rd Edition

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H. David Hennessey, Kate Gillespie
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Written for an undergraduate audience, but also successfully used in post-graduate courses, this concise text covers the essential concepts of global marketing with the aid of extensive real-life examples and cases. GLOBAL MARKETING, 3e, offers balanced coverage of developed and developing markets, including insights into the often-overlooked markets of Africa, Latin America, and the Middle East. Written with the student in mind, the Third Edition features comprehensive coverage of current topics based on the authors' extensive research and consulting experience. An early introduction to culture and marketing prepares students to integrate cultural analysis throughout the course. A chapter dedicated to the understanding of global and local competitors sets the stage for ongoing discussion of both buyers and competitors in an increasingly competitive global market. Key Features A student-friendly, four-color design features up-to-date photographs, maps, and advertisements that engage students in the material. Each chapter includes up to three brief cases, located at the back of the text, that challenge students to further apply chapter concepts. Cases new to the Third Edition include "Diaspora Marketing," "Procter & Gamble Targets Emerging Markets," "," "Cars for Emerging Markets," and "Fighting Aids in Asia." Updated coverage of evolving issues in global marketing includes insights and frameworks from recent academic and consulting research. Coverage of new topics includes the Japanese cultural paradox, how global markets are using the new social media, where marketers can go for government support in tough economic times, why global marketers use emic and etic research, halal certification issues, and the rise of parallel firms. The Companion Student Site offers interactive practice tests, flashcards and crossword puzzles to help students remember key terms, weblinks for further exploration of issues in global marketing, and a course-length Country Market Project. A considerably expanded test bank - now with over 1,500 questions - includes both factual and applied questions. New to this edition are mini-cases with questions that test student''s ability to apply knowledge to new situations and to think across chapters. About the Author Kate Gillespie teaches at the University of Texas, Austin. She received her BA from Harvard University, her MBA from the University of Virginia, and her PhD from the London Business School. Her research interests include international marketing, international business-government relations, and business in developing countries. Kate is a frequent journal contributor. H. David Hennessey is Associate Professor of Marketing at Babson College and an associate of Ashridge Management College in Berkhamsted, England. He received his MBA from Clark University and his PhD from New York University. His research interests include information technology in sales and marketing and the development of global marketing strategies. Dr. Hennessey has held marketing positions in several companies and has consulted for AT&T, ICI, Compaq, Phillips, EG&G, BBD, and Ansell Edmont. In addition to his teaching experience in Latin America, Europe, and Japan, he is the faculty director of the School of Executive Education's International Managers Program. Dr. Hennessey has tailored programs for DEC and Pitney Bowes. Table of Contents 1. Introduction to Global Marketing. Part I: UNDERSTANDING THE GLOBAL MARKETING ENVIRONMENT. 2. The Global Economy. 3. Cultural and Social Forces. 4. Political and Regulatory Climate. Part II: ANALYZINGGLOBAL OPPORTUNITIES. 5. Global Markets. 6. Global Competitors. 7. Global Marketing Research. Part III: DEVELOPING GLOBAL PARTICIPATION STRATEGIES. 8. Global Market Participation. 9. Global Market Entry Strategies. Part IV: Designing Global Marketing Programs. 10. Global Product Strategies. 11. Global Strategies for Services, Brands, and Social Marketing. 12. Pricing for International and Global Markets. 13. Managing Global Distribution Channels. 14. Global Promotion Strategies. 15. Managing Global Advertising. Part V: MANAGING THE GLOBAL MARKETING EFFORT. 16. Organizing for Global Marketing.

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