Global marketing management / / Warren J. Keegan ; with Elyse Arnow Brill ; international editions contributions by Sandeep Puri

• Record Nr.: UNINA9910151656703321
• Autore: Keegan Warren J.
• Pubbl/distr/stampa: Boston : , : Pearson, , 2014
• ISBN: 0-273-77570-7
• Edizione: [Eighth edition, international edition.]
• Descrizione fisica: 1 online resource (480 pages) : illustrations
• Collana: Always learning
• Disciplina: 658.848
• Soggetti: Export marketing - Management
• Lingua di pubblicazione: Inglese
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Note generali: Bibliographic Level Mode of Issuance: Monograph
• Nota di bibliografia: Includes bibliographical references and indexes.
• Nota di contenuto: Cover -- Contents -- Preface -- Acknowledgements -- Part I: Introduction and Overview -- Chapter 1 IntroductIon to Global Marketing -- Introduction -- Marketing: A Universal Discipline -- The Marketing Concept -- The Three Principles of Marketing -- Customer Value and the Value Equation -- Competitive or Differential Advantage -- Focus -- Global Marketing: What It Is and What It Is Not -- The Standardization Debate -- Globalization and Global Marketing -- Management Orientations -- Ethnocentric Orientation -- Polycentric Orientation -- Regiocentric and Geocentric Orientations -- Driving and Restraining Forces -- Driving Forces -- Restraining Forces -- Outline of This Book -- Chapter Summary -- Discussion Questions -- Suggested Readings -- Appendix: The 18 Guiding Principles of Legacy Marketing -- Part II: The Global Marketing Environment -- Chapter 2 The Global Economic Environment -- Introduction -- The World Economy-An Overview -- The World Economy: Important Trends -- Economic Activity Will Shift from West to East -- Aging Worldwide Population Will Demand Increasing Levels of Productivity and Efficiency -- Shifts and Growth in Consumer Segments Will Result in Changes in the Global Consumer Marketplace -- Changing Industry Structures and Emerging New Models of Corporate Organization Will be Characteristic of Growing Global Competition -- The Demand for Natural Resources Will Continue to Grow, Resulting in Growing Pressure on an Already Strained Global, Natural Environment -- Scrutiny of Global Firms' Worldwide Practices Will Increase as the Reach and Scale of Global ; Firms Expand -- Increasing Regulation Will Shape the Structure and Conduct of Whole Industries -- The Economics of Information Will Be Transformed as the Ubquitous Nature of Information Expands -- Talent Pools Have Become Global in Nature.; Assimilating Talent into the Leadership Structure of a Global Company Will Be a Competitive Advantage -- The Market State: Varying Degrees of Economic Freedom -- Stages Of Market Development -- Low-Income Countries -- Lower-Middle-Income Countries -- Upper-Middle-Income Countries -- High-Income Countries -- Income And Purchasing Power Parity Around The Globe -- International Comparison Program (ICP) of the World Bank -- Actual Individual Consumption -- The Location of Population -- Global Trade And Investment -- The Balance of Payments -- Global Trade Patterns -- Exchange Rates -- Degrees of Economic Cooperation -- A Free Trade Area -- A Customs Union -- A Common Market -- Chapter Summary -- Discussion Questions -- Suggested Readings -- Chapter 3 The Political, Legal, and Regulatory Environments Of Global Marketing -- Introduction -- The Political Environment -- Nation-States and Sovereignty -- Political Risk -- Taxes -- Dilution of Equity Control -- Expropriation -- International Law -- Common Versus Code Law -- Sidestepping Legal Problems: Important Business Issues -- Establishment -- Jurisdiction -- Intellectual Property: Patents and Trademarks -- International Trademark Filings -- Antitrust -- Licensing and Trade Secrets -- Bribery and Corruption -- Forms of Corruption -- Estimating the Pervasiveness and Magnitude of Corruption -- Characteristics of Countries with High Perceived Levels of Corruption -- Anticorruption Laws and Regulations -- Conflict Resolution, Dispute Settlement, and Litigation -- Alternatives to Litigation for Dispute Settlement -- The Regulatory Environment -- The European Union -- The World Trade Organization and Its Role in International Trade -- Ethical Issues -- Summary -- Discussion Questions -- Suggested Readings -- Chapter 4 The Global Cultural EnvIronment -- Introduction -- Basic Aspects of Society and Culture.; The Search for Cultural Universals -- Communication and Negotiation -- Social Behavior -- Analytical Approaches to Cultural Factors -- Maslow's Hierarchy of Needs -- Standardized Cultural Classifications -- Hofstede's National Culture Dimensions -- Project Globe -- Inglehart's World Values Survey -- Schwartz's Cultural Value Orientations -- Leung and Bond's Social Axioms -- Ethnographic and Other Nonsurvey Approaches -- Living, Working, and Thriving in Different Cultures -- Understanding the Complexity of Identity -- The Self-Reference Criterion and Perception -- Environmental Sensitivity -- Cross-Cultural Complications and Suggested Solutions -- Training in Cross-Cultural Competency -- Summary -- Discussion Questions -- Suggested Readings -- Part III: Analyzing And Targeting Global Market Opportunities -- Chapter 5 Global Customers -- Introduction -- The Global Marketing Plan -- Regional Market Characteristics -- European Union -- Russia -- North America -- Asia-Pacific -- Latin America and the Carribean -- Middle East and Africa -- Marketing In Low-Income Countries -- Global Buyers -- Customer Value and the Value Equation -- Diffusion Theory -- Summary -- Discussion Questions -- Experiential Exercise: The Global Marketing Plan -- Application Exercises -- Suggested Readings -- Chapter 6 Global Marketing Information Systems and Research -- Introduction -- Overview of Global Marketing Information Systems -- Information Subject Agenda -- Scanning Modes: Surveillance and Search -- Sources of Market Information -- Human Sources -- Documentary Sources -- Internet Sources -- Web Analytics: Clouds, Big Data, and Smart Assets -- Direct ; Perception -- Formal Marketing Research -- Step 1: Identify the Research Problem -- Step 2: Develop a Research Plan -- Step 3: Collecting Data -- Primary Data and Survey Research -- Step 4: Analyze Research Data.; Step 5: Present the Findings -- Linking Global Marketing Research to The Decision-Making Process -- Current Issues in Global Marketing Research -- Headquarters Control of Global Marketing Research -- The Marketing Information System as a Strategic Asset -- An Integrated Approach to Information Collection -- Summary -- Discussion Questions -- Application Exercises -- Suggested Readings -- Chapter 7 Segmentation, Targeting, and Positioning -- Introduction -- Global Market Segmentation -- Geographic Segmentation -- Demographic Segmentation -- Psychographic Segmentation -- Behavior Segmentation -- Benefit Segmentation -- Vertical Versus Horizontal Segmentation -- Global Targeting -- Criteria for Targeting -- Selecting a Global Target Market Strategy -- Global Product Positioning -- High-Tech Positioning -- High-Touch Positioning -- Summary -- Discussion Questions -- Suggested Readings -- Part IV: Global Marketing Strategy -- Chapter 8 Global Entry and Expansion Strategies -- Introduction -- Decision Criteria for International Business -- Political Risk -- Market Access -- Factor Costs and Conditions -- Country Infrastructure -- Foreign Exchange -- Creating a Product-Market Profile -- Market Selection Criteria -- Visits to the Potential Market -- Entry and Expansion Decisions and Alternatives -- "Going Global" Decision Criteria -- Exporting and Export Sourcing -- Organizing for Export Sourcing -- Licensing -- Franchising -- Product Sourcing -- Investment: Joint Venture and FDI -- Ownership/Investment -- Market Expansion Strategies -- Alternative Strategies: Stages of Development Model -- Summary -- Discussion Questions -- Suggested Readings -- Chapter 9 Competitive Analysis and Strategy -- Introduction -- Strategy Defined -- Industry Analysis Forces Influencing Competition -- Five Forces -- Global Competition and National Competitive Advantage.; Factor Conditions -- Basic Versus Advanced Factors -- Generalized Versus Specialized Factors -- Demand Conditions -- Related and Supporting Industries -- Firm Strategy, Structure, and Rivalry -- Other Forces Acting on the Diamond -- Other Nonmarket Factors -- Single or Double Diamond? -- Competitive Advantage and Strategic Models -- Generic Strategies for Creating Competitive Advantage -- Broad Market Strategies -- Narrow Target Strategies -- Strategic Positions -- Variety-Based Positioning -- Needs-Based Positioning -- Access-Based Positioning -- Which Position to Take? -- Competitive Innovation and Strategic Intent -- Layers of Advantage -- Changing the Rules -- Collaborating -- Hypercompetition? -- Summary -- Discussion Questions -- Suggested Readings -- Part V: Creating Global Marketing Programs -- Chapter 10 Product Decisions -- Introduction -- Basic Concepts -- Products: Definition and Classification -- Products: Local, National, International, and Global -- Product Positioning -- Attribute or Benefit -- Quality/Price -- Use/User -- High-Tech Positioning -- High-Touch Positioning -- Product Saturation Levels in Global Markets -- Product Design Considerations -- Preferences -- Cost -- Laws and Regulations -- Compatibility -- Attitudes Toward Country of Origin -- Global Product Positioning: Strategic Alternatives -- Strategy 1: Product/Communication Extension (Dual Extension) -- Strategy 2: Product Extension/Communication Adaptation -- Strategy 3: Product Adaptation/Communication Extension -- Strategy 4: Dual Adaptation -- Strategy 5: Product Invention -- New Products in Global Marketing -- Identifying New-Product Ideas -- New-Product Development ; Location -- Testing New Products in National Markets -- Summary -- Discussion Questions -- Application Exercises -- Experiential Exercises -- Suggested Readings -- Chapter 11 Pricing Decisions.; Introduction.
• Sommario/riassunto: For courses in International Marketing and Global Marketing. This is the leading MBA text in international marketing-with comprehensive cases.