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An indispensable resource for students of marketing, management, and international business
In the newly revised ninth edition of Global Marketing Management, a decorated team of international marketing professionals delivers an authoritative discussion of the realities of global marketing in today's economy and an insightful exploration of the future of marketing to an international audience. You'll obtain an integrated understanding of marketing best practices on a global scale, complete with relevant historical background and descriptions of current marketing environments.
The latest edition builds on four major structural changes to the global marketing environment: growing anti-globalization sentiment, the growth of information technology tools, the increasing demand for personalization, and the environmental impact of business activity. In-depth case studies offer lively discussions of real-world global marketing campaigns and are accessible online. Global Marketing Management also provides:
* Thoroughly updated examples and case studies with contemporary information
* An ongoing emphasis on the increased volatility and uncertainty of today's global markets
* Updated discussions of the balance to be struck between pursuing economies of scale and respecting unique cultural sensitivities
* New explorations of major global environmental and ethical issues
* New chapters on emerging markets, internet marketing, and corporate social responsibility
In the newly revised ninth edition of Global Marketing Management, a decorated team of international marketing professionals delivers an authoritative discussion of the realities of global marketing in today's economy and an insightful exploration of the future of marketing to an international audience. You'll obtain an integrated understanding of marketing best practices on a global scale, complete with relevant historical background and descriptions of current marketing environments.
The latest edition builds on four major structural changes to the global marketing environment: growing anti-globalization sentiment, the growth of information technology tools, the increasing demand for personalization, and the environmental impact of business activity. In-depth case studies offer lively discussions of real-world global marketing campaigns and are accessible online. Global Marketing Management also provides:
* Thoroughly updated examples and case studies with contemporary information
* An ongoing emphasis on the increased volatility and uncertainty of today's global markets
* Updated discussions of the balance to be struck between pursuing economies of scale and respecting unique cultural sensitivities
* New explorations of major global environmental and ethical issues
* New chapters on emerging markets, internet marketing, and corporate social responsibility
An indispensable resource for students of marketing, management, and international business
In the newly revised ninth edition of Global Marketing Management, a decorated team of international marketing professionals delivers an authoritative discussion of the realities of global marketing in today's economy and an insightful exploration of the future of marketing to an international audience. You'll obtain an integrated understanding of marketing best practices on a global scale, complete with relevant historical background and descriptions of current marketing environments.
The latest edition builds on four major structural changes to the global marketing environment: growing anti-globalization sentiment, the growth of information technology tools, the increasing demand for personalization, and the environmental impact of business activity. In-depth case studies offer lively discussions of real-world global marketing campaigns and are accessible online. Global Marketing Management also provides:
* Thoroughly updated examples and case studies with contemporary information
* An ongoing emphasis on the increased volatility and uncertainty of today's global markets
* Updated discussions of the balance to be struck between pursuing economies of scale and respecting unique cultural sensitivities
* New explorations of major global environmental and ethical issues
* New chapters on emerging markets, internet marketing, and corporate social responsibility
In the newly revised ninth edition of Global Marketing Management, a decorated team of international marketing professionals delivers an authoritative discussion of the realities of global marketing in today's economy and an insightful exploration of the future of marketing to an international audience. You'll obtain an integrated understanding of marketing best practices on a global scale, complete with relevant historical background and descriptions of current marketing environments.
The latest edition builds on four major structural changes to the global marketing environment: growing anti-globalization sentiment, the growth of information technology tools, the increasing demand for personalization, and the environmental impact of business activity. In-depth case studies offer lively discussions of real-world global marketing campaigns and are accessible online. Global Marketing Management also provides:
* Thoroughly updated examples and case studies with contemporary information
* An ongoing emphasis on the increased volatility and uncertainty of today's global markets
* Updated discussions of the balance to be struck between pursuing economies of scale and respecting unique cultural sensitivities
* New explorations of major global environmental and ethical issues
* New chapters on emerging markets, internet marketing, and corporate social responsibility
Inhaltsverzeichnis
1 Globalization Imperative 1
Why Global Marketing Is Imperative 4
Saturation of Domestic Markets 4
Emerging Markets 4
Global Competition 5
Global Cooperation 6
Internet Revolution 7
The Fluid Nature of Global Competition 8
Globalization of Markets: Convergence and Divergence 12
International Trade versus International Business 13
Who Manages International Trade? 17
Evolution of Global Marketing 19
What Is Marketing? 19
Domestic Marketing 20
Export Marketing 22
International Marketing 23
Multinational Marketing 24
Global Marketing 24
The Impact of Economic Geography and Climate on Global Marketing 26
Summary 28
Key Terms 28
Review Questions 28
Discussion Questions 28
Further Reading 29
Appendix: Theories of International Trade and the Multinational Enterprise 30
2 Economic Environment 38
Intertwined World Economy 40
Foreign Direct Investment 42
Portfolio Investment 44
Country Competitiveness 46
Changing Country Competitiveness 46
Human Resources and Technology 46
Emerging Markets 48
Evolution of Cooperative Global Trade Agreements 51
General Agreements on Tariffs and Trade 51
World Trade Organization 51
Information Technology and the Changing Nature of Competition 59
Value of Intellectual Property in Information Age 59
Proliferation of E- Commerce and Regulations 61
Regional Economic Arrangements 62
Free Trade Area 63
Customs Union 65
Common Market 66
Monetary Union 66
Political Union 67
Multinational Corporations 67
Summary 69
Key Terms 70
Review Questions 70
Discussion Questions 71
Further Reading 72
3 Financial Environment 73
Historical Role of the U.S. Dollar 74
Development of Today's International Monetary System 75
The Bretton Woods Conference 75
The International Monetary Fund 76
The International Bank for Reconstruction and Development 77
Fixed versus Floating Exchange Rates 78
Currency Blocs 80
Foreign Exchange and Foreign Exchange Rates 81
Purchasing Power Parity 81
Forecasting Exchange Rate Fluctuation 83
Coping with Exchange Rate Fluctuations 83
Spot versus Forward Foreign Exchange 86
Exchange Rate Pass- Through 88
Cryptocurrencies: A New Development 88
Balance of Payments 89
The Internal and External Adjustments 93
Economic and Financial Turmoil around the World 94
Asian Financial Crisis (1997-1998) and Its Aftermath 94
The South American Financial Crisis (2001-2002) and Its Aftermath 95
The U.S. Subprime Mortgage Loan Crisis and the Subsequent Global Financial Crisis (2007-2009) 95
The COVID- 19 Pandemic (2020-Present) Causing the Worst Recession Since World War II 96
Economic and Financial Crises in Perspective 97
Responses to the Global Financial Crises 97
Marketing in the Euro Area 101
Historical Background 101
Ramifications of the Euro for Marketers 104
Summary 107
Key Terms 108
Review Questions 108
Discussion Questions 108
Further Reading 109
4 Global Cultural Environment and Buying Behavior 110
Meaning of Culture 112
Element
Why Global Marketing Is Imperative 4
Saturation of Domestic Markets 4
Emerging Markets 4
Global Competition 5
Global Cooperation 6
Internet Revolution 7
The Fluid Nature of Global Competition 8
Globalization of Markets: Convergence and Divergence 12
International Trade versus International Business 13
Who Manages International Trade? 17
Evolution of Global Marketing 19
What Is Marketing? 19
Domestic Marketing 20
Export Marketing 22
International Marketing 23
Multinational Marketing 24
Global Marketing 24
The Impact of Economic Geography and Climate on Global Marketing 26
Summary 28
Key Terms 28
Review Questions 28
Discussion Questions 28
Further Reading 29
Appendix: Theories of International Trade and the Multinational Enterprise 30
2 Economic Environment 38
Intertwined World Economy 40
Foreign Direct Investment 42
Portfolio Investment 44
Country Competitiveness 46
Changing Country Competitiveness 46
Human Resources and Technology 46
Emerging Markets 48
Evolution of Cooperative Global Trade Agreements 51
General Agreements on Tariffs and Trade 51
World Trade Organization 51
Information Technology and the Changing Nature of Competition 59
Value of Intellectual Property in Information Age 59
Proliferation of E- Commerce and Regulations 61
Regional Economic Arrangements 62
Free Trade Area 63
Customs Union 65
Common Market 66
Monetary Union 66
Political Union 67
Multinational Corporations 67
Summary 69
Key Terms 70
Review Questions 70
Discussion Questions 71
Further Reading 72
3 Financial Environment 73
Historical Role of the U.S. Dollar 74
Development of Today's International Monetary System 75
The Bretton Woods Conference 75
The International Monetary Fund 76
The International Bank for Reconstruction and Development 77
Fixed versus Floating Exchange Rates 78
Currency Blocs 80
Foreign Exchange and Foreign Exchange Rates 81
Purchasing Power Parity 81
Forecasting Exchange Rate Fluctuation 83
Coping with Exchange Rate Fluctuations 83
Spot versus Forward Foreign Exchange 86
Exchange Rate Pass- Through 88
Cryptocurrencies: A New Development 88
Balance of Payments 89
The Internal and External Adjustments 93
Economic and Financial Turmoil around the World 94
Asian Financial Crisis (1997-1998) and Its Aftermath 94
The South American Financial Crisis (2001-2002) and Its Aftermath 95
The U.S. Subprime Mortgage Loan Crisis and the Subsequent Global Financial Crisis (2007-2009) 95
The COVID- 19 Pandemic (2020-Present) Causing the Worst Recession Since World War II 96
Economic and Financial Crises in Perspective 97
Responses to the Global Financial Crises 97
Marketing in the Euro Area 101
Historical Background 101
Ramifications of the Euro for Marketers 104
Summary 107
Key Terms 108
Review Questions 108
Discussion Questions 108
Further Reading 109
4 Global Cultural Environment and Buying Behavior 110
Meaning of Culture 112
Element
Details
| Erscheinungsjahr: | 2022 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | 800 S. |
| ISBN-13: | 9781119888765 |
| ISBN-10: | 111988876X |
| Sprache: | Englisch |
| Herstellernummer: | 1W119888760 |
| Einband: | Kartoniert / Broschiert |
| Autor: |
Kotabe, Masaaki (Mike)
Helsen, Kristiaan |
| Auflage: | 9. Aufl. |
| Hersteller: |
Wiley
Wiley & Sons |
| Verantwortliche Person für die EU: | Wiley-VCH GmbH, Boschstr. 12, D-69469 Weinheim, product-safety@wiley.com |
| Maße: | 29 x 206 x 252 mm |
| Von/Mit: | Masaaki Kotabe (u. a.) |
| Erscheinungsdatum: | 27.10.2022 |
| Gewicht: | 1,418 kg |