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Table of Contents
Part I. Introduction
Chapter 1. Introduction to Global Marketing
Case 1-1. The Global Marketplace Is Also Local
Case 1-1. The Global Marketplace (continued)
Case 1-2. McDonald’s Expands Globally While Adjusting Its Local Recipe
Case 1-3. Apple versus Samsung: The Battle for Smartphone Supremacy Heats Up
Part II. The Global Marketing Environment
Chapter 2. The Global Economic Environment
Case 2-1. A New Front in the Battle of Ideas
Case 2-1. A New Front in the Battle of Ideas (continued)
Case 2-2. Argentina Uncorks Malbec; World Ready for a Glass
Chapter 3. The Global Trade Environment
Case 3-1. Global Trading Partners Look East and West for Economic Growth
Case 3-1. Will New Trade Partnerships Fuel East-West Growth? (continued)
Case 3-2. Will the Euro Survive? The Euro Zone Fights for Its Life
Chapter 4. Social and Cultural Environments
Case 4-1. Will Tourism Ruin Venice?
Case 4-1. Is Tourism the Savior or the Scourge of Venice? (continued)
Case 4-2. Soccer and the Fashion World
Chapter 5. The Political, Legal, and Regulatory Environments
Case 5-1. Mr. President–Free Pussy Riot!
Case 5-1. Mr. President–Free Pussy Riot! (continued)
Case 5-2. America’s Cuban Conundrum
Case 5-3. Gambling Goes Global on the Internet
Part III. Approaching Global Markets
Chapter 6. Global Information Systems and Market Research
Case 6-1. Market Research Keeps Coach at the Cutting Edge of Fashion
Case 6-1. Market Research Keeps Coach at the Cutting Edge of Fashion (continued)
Case 6-2. Research Helps Whirlpool Keep Its Cool at Home, Act Local in Emerging Markets
Chapter 7. Segmentation, Targeting, and Positioning
Case 7-1. Global Companies Target Low-Income Consumers (A)
Case 7-1. Global Companies Target Low-Income Consumers (A) (continued)
Case 7-2. Cosmetics Giants Segment the Global Cosmetics Market
Chapter 8. Importing, Exporting, and Sourcing
Case 8-1. Can the United States Double Its Exports by 2015?
Case 8-1. Increasing U.S. Exports (continued)
Case 8-2. Asian Shoe Exports to Europe
Case 8-3. A Day in the Life of an Export Coordinator
Chapter 9. Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances
Case 9-1. Starbucks Expands Abroad
Case 9-1. Starbucks’ Global Expansion (continued)
Case 9-2. Jaguar’s Passage to India
Part IV. The Global Marketing Mix
Chapter 10. Brand and Product Decisions in Global Marketing
Case 10-1. Suzlon Energy
Case 10-1. Suzlon Energy (continued)
Case 10-2. The Smart Car
Chapter 11. Pricing Decisions
Case 11-1. Global Companies Target Low-Income Consumers (B)
Case 11-1. Global Companies Target Low-Income Consumers (B) (continued)
Case 11-2. LVMH and Luxury Goods Marketing
Case 11-3. One Laptop Per Child
Chapter 12. Global Marketing Channels and Physical Distribution
Case 12-1. Walmart’s Adventures in India
Case 12-1. Can Walmart Crack the Retail Code in India? (continued)
Case 12-2. Fail! Tesco Strikes Out in the United States
Chapter 13. Global Marketing Communications Decisions I: Advertising and Public Relations
Case 13-1. The Gulf Oil Spill: BP’s Public Relations Nightmare
Case 13-1. The BP Oil Spill (continued)
Case 13-2. Scotch Whisky in China: A Taste of the Good Life
Chapter 14. Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication
Case 14-1. Red Bull
Case 14-1. Red Bull (continued)
Case 14-2. Marketing an Industrial Product in Latin America
Chapter 15. Global Marketing and the Digital Revolution
Case 15-1. Africa 3.0
Case 15-1. Africa 3.0 (continued)
Case 15-2. Global Marketers Discover Social Media
Part V. Strategy and Leadership in the Twenty-First Century 488
Chapter 16. Strategic Elements of Competitive Advantage
Case 16-1. Volkswagen Aims for the Top
Case 16-1. Volkswagen (continued)
Case 16-2. IKEA
Case 16-3. LEGO
Chapter 17. Leadership, Organization, and Corporate Social Responsibility
Case 17-1. A Changing of the Guard at Unilever
Case 17-1. Unilever (continued)
Glossary
Author/Name Index
Subject/Organization Index
