Global Marketing Management: European Perspective, A

Description:
This book, the leading text for students in international marketing, adopts a strategic approach reflecting the importance of multinational corporations. Written by two experts in the field, the book is divided into six parts providing a big picture approach and introducing the field of global marketing, covering the major dimensions of the environment of global marketing, looking at assessing market opportunities, discussing strategic issues such as market selection and market entry alternatives and covering the global marketing mix. The book concludes with a focus on implementation and addresses the task of organising and controlling global strategy, and attempts to provide a glimpse into the future of global marketing. A European version of Keegan's successful text, thoroughly revised to take into account the way global marketing is taught within the European context.

Table of Contents:
PART I: INTRODUCTION AND OVERVIEW. 1. Introduction to global marketing Part I Case: Which Company is Transnational PART II: THE GLOBAL MARKETING ENVIRONMENT 2. Economic environment 3. Social and cultural environments 4. The political, legal and regulatory environments of global marketing 5. Information technology environment Part II Cases: Swatchmobile/Smart Car Euro Disney (A), (B) Coca-Cola: Universal approach? PART III: ANALYSING AND TARGETING GLOBAL MARKET OPPORTUNITIES. 6. Assessing global marketing opportunities 7. Global segmentation, targeting and positioning Part III Cases: Oriflame Integrating brand strategies after an acquisition: Schwartzkopf & Henkel Cosmetics Rocking the boat at MTV PART IV: GLOBAL MARKETING STRATEGY 8. Market selection and market entry alternatives - exporting 9. Production abroad and strategic alliances 10. Global competition and strategy Part IV Cases: Czech beer goes worldwide Norsk Hydro fertilizers in the U.S. (A), (B) PART V: CREATING GLOBAL MARKETING PROGRAMS 11. Product and service decisions 12. Global pricing 13. Global logistics and channel decisions 14. Global marketing communication Part V Cases: The launch of GSM cellular telephones in South Africa Nokia and the cellular phone industry BASF in China: The marketing of Styropor PART VI: MANAGING THE GLOBAL MARKETING PROGRAM. 15. Global organisational structures 16. Global marketing management audit and control 17. The future of global marketing Part VI Cases: Benetton Group SpA: Raising consciousness and controversy with global advertising Singapore Prison Service Sicom GmbH and CD piracy