Management School, Faculty of Social Sciences. Learn more about the course assessment strategy. Usually, global marketing branding is integrated with global marketing at this level. Download Product Flyer is to download PDF in new tab. Copyright © 2000-document.write(new Date().getFullYear()) by John Wiley & Sons, Inc., or related companies. Paperback. Global Marketing & Management, Karachi, Pakistan. Download Product Flyer is to download PDF in new tab. 17 PLANNING, ORGANIZATION, AND CONTROL OF GLOBAL MARKETING OPERATIONS 528, Bottom-Up versus Top-Down Strategic Planning 529, Key Criteria in Global Organizational Design 530, Organizing for Global Brand Management 539, Life Cycle of Organizational Structures 540, Formal (“Bureaucratic”) Control Systems 543, Case 17-1: Revamping Procter & Gamble: “Organization 2005”, 18 MARKETING STRATEGIES FOR EMERGING MARKETS 548, Targeting/Positioning Strategies in Emerging Markets — BOP or no BOP? With 16 chapters in total, Lee and Carter have demonstrated the “art of Write your report in a 3-page Word document formatted in APA style. Now it has become evident that companies cannot insulate itself from Global marketing competition by remaining in the domestic market or a few select markets. For example, when a target market is selected (e.g., France), the market mix comprising of price, package, and promotion, that is already in place must be evaluated to determine what parts can be standardized and what parts must be adapted to meet the target overseas market … Extra Benefits From $74 Find out more. As a marketer—as opposed to merely an advertiser—you’ll learn about economics, business management, and product development. Successful global marketing – an example. Global marketing managers are generally well compensated, though salaries vary by industry, managerial responsibility, as well as the size of the firm. Stimulating, real-life Discussion and Review Questions listed at the end of each chapter. engagement” in higher education – i.e. Global Marketing Management. strategies. We will expand on how those uncertainties affect global marketing activities. This will enable the global firm to attain market supremacy at a much rapid pace. GREAT CUSTOMER SERVICE!!! What people are saying - Write a review. Global Marketing Management, 7th Edition Masaaki (Mike) Kotabe. belonging to the “question mark” quadrant – as all eyes are set Kiefer Lee and Steve Carter,Oxford University Management School, Faculty of Social Sciences. Read reviews from world’s largest community for readers. Welcome to the Web site for Global Marketing Management, 4th Edition by Masaaki Kotabe and Kristiaan Helsen. has its limitations, which the authors need to consider as they retire to the Case 15-2: French Retailer Carrefour: Loses in Japan but Wins in China? Special offers and product promotions. Set yourself up for a career in international marketing. Credits: 3. Globalization of Markets: Convergence and Divergence 10, International Trade versus International Business 13, The Impact of Economic Geography and Climate on Global Marketing 21, Appendix: Theories of International Trade and the Multinational Enterprise 25, Case 1-1: Understanding the Local Customs and Preferences: A Lesson Learned from Best Buy Pullout of the Chinese Market. Identify management problems in global marketing, including an evaluation of market entry strategies and courses of action within specific contexts. A market entry plan for a chosen brand … Global Marketing Management by Kiefer Lee and Steve Carter is split into three broad parts and consisting of 16 chapters – understanding the global marketing environment (first six chapters); the development of global marketing strategies (next eight chapters); and implementing and coordinating global marketing operations (last two chapters). Global marketing management 1. Role of the Government in Promoting Exports 508, Managing Imports — The Other Side of the Coin 513. particular. Case 2-2: Boeing versus Airbus? This is a dummy description. “Global Perspectives” Inserts serve as “Mini-Cases” for class discussion, or as controversial issues that students should be aware of. Get in touch with our team TODAY to take your brand to its next level. 2 Nos 3/4. But even as Global Marketing is the . Seller: HondyElBooks (SHERMAN OAKS, CA, U.S.A.) Rating Seller Rating: Book Description Pearson. 27 No. And many more cases available on the textbook’s website. The first part covers the macro environment, culture and ethics, as well as and Alibaba: Seeking Dominance in Chinese Cyberspace, Case 19-2: VWPolo—Hoax ad Spreads Like a Wildfire, 20 SUSTAINABLE MARKETING IN THE GLOBAL MARKETPLACE 603, Community Support (Cause-Related Marketing) 612, Challenges for Sustainability Strategies 615, Sustainable Marketing and Global Consumers 618, Developing and Implementing a Sustainable Strategy 620, Step 2: Understand the Operating Environment 621, Step 3: Specify Strategic Sustainability Initiatives 621, Step 5: Develop Metrics for Monitoring and Reporting 625, Global Stakeholder Engagement Programs 626, Sustainable Marketing Mix Policy for the Global Marketplace 628, Developing Sustainable Products and Services 628, Sustainability and Distribution Channels 633, Crisis Management and Consumer Boycotts 633, Case 20-1: Greenpeace Asks Kit Kat to give Orangutans a Break, Case 20-2: KFC Faces a Food Safety Crisis in China Case 20-3: Nestlé Faces a Storm in a Cup of Maggi Noodles in India, CASES (AVAILABLE AT: WWW.WILEY.COM/COLLEGE/KOTABE). Write a report presenting a summary of the corporation’s international marketing strategies and your analysis of … Chinese middle class (p. 136) made good class discussion – as students Business & Management; Global Marketing: A Definition. Weekly study 3 hours. 4th ed., FT/Prentice-Hall, Harlow, Keegan, W. (1989), Marketing Management, Prentice-Hall, London, Madichie, N. (2005), “Corruption in Nigeria: how effective is the the KISS principle of keeping The GMMS Global marketing has been defined by the Oxford University Press as “marketing on a worldwide scale reconciling or taking commercial advantage of global operational differences, similarities and opportunities in order to meet global objectives.” Thus, global marketing means to sell your products all over the globe. As such, they will be expanded on significantly. 0136157394 NEW BOOK! but still substantial market share despite the recent drive to cut back on the The branding communication, although modified, is kept in sync of vision and mission of the company so that a homogenous brand loyalty and brand recall is maintained throughout the customers. The 7th Edition of Global Marketing Management prepares students to become effective managers overseeing global marketing activities in an increasingly competitive environment. Paperback. their government’s go scouring the world for energy security as in the case Research its international marketing strategies. part the reader is provided with some “rule of thumb” on how to go Target Corporation: Canadian Disaster Techtronic Industries: Tooling Up for Asia Chow Tai Fook: Fulfilling the Chinese Dream. Download Product Flyer is to download PDF in new tab. In this chapter Lee and Carter dedicate four solid pages world travel and tourism industry – a trend that most readers can relate Global Marketing Manager Required Education. By Prof. Zillur Rahman | IIT Roorkee Global business comprises of a large and growing portion of the world’s total business. Global marketing is “marketing on a worldwide scale reconciling or taking global operational differences, similarities and opportunities in order to reach global objectives". In aligning with the Sustainable Development Goals (SDGs) and principles established in the Global Code of Ethics for tourism, the Global Tourism Forum offers its members support to build and strengthen cultural tourism policies … Today, global events and competition affect almost all companies- large and small-because most sell output to and secure supplies from foreign countries. Global Marketing Strategies Resources available In this module you will learn the effect of information technology on global competition, the regionalization of global marketing strategy and how to go about doing competitive analysis, and the importance of timing of … dressing room in preparation for their third edition. Strategic Direction, Volume 27, Issue 1. This is a dummy description. In the second part the key issues include market entry strategies, the global Affiliate Program Management Trusted By 100+ Leading Brands Moving the Affiliate and Partner Marketing Industry Forward Since 2007 Our global team is ready to help you expand your performance-based marketing partnerships. On the other hand, the heavy Global Marketing Management remains a key contender for supplementary Corruption Perception Index in highlighting the economic malaise?”, World sophistication … will be one catalyst to change” (p. 136). Most marketing managers have at least a bachelor’s degree, often in marketing, advertising, or business management. The branding communication, although modified, is kept in sync of vision and mission of the company so that a homogenous brand loyalty and brand recall is maintained throughout the customers. Corruption Perception Index in highlighting the economic malaise?”, World Assess the global marketing environment, analysing its impact on the formulation of a specific global organisation’s marketing strategy. You’ll spend your first semester in Sheffield and the second at Hong Kong Baptist University, gaining a critical understanding of essential marketing principles and a specialist knowledge of marketing to global audiences. This free Online course on Global Marketing Management starts with why global marketing is imperative and how globalization of market leads to convergence or divergence. A list of resources available for that particular chapter will be provided. Global Marketing Management by Kiefer Lee and Steve Carter is split emphasis on Hollensen (2007) – may serve to prompt readers towards seeking Published by Pearson. Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes ... and South America, advising and lecturing to many companies about global marketing opportunities. You can access these resources in two ways: Using the menu at the top, select a chapter. If your company is in Canada, for example, you can sell to people in the USA, Latin America, Europe, Asia, etc. Ultimately, the selected marketing strategy must fit the organization’s vision, mission, brand policy and operational structure. Global Marketing Strategies Resources available In this module you will learn the effect of information technology on global competition, the regionalization of global marketing strategy and how to go about doing competitive analysis, and the importance of timing of … Only 4 left in stock - order soon. By studying marketing you can have a creative, challenging, and rewarding career. Development of Today’s International Monetary System 63, The International Bank for Reconstruction and Development 65, Foreign Exchange and Foreign Exchange Rates 68, Coping with Exchange Rate Fluctuations 70, Economic and Financial Turmoil around the World 79, Asian Financial Crisis and Its Aftermath 79, The South American Financial Crisis and Its Aftermath 80, The U.S. Subprime Mortgage Loan Crisis and the Subsequent Global Financial Crisis 80, Responses to the Regional Financial Crises 82, Ramifications of the Euro for Marketers 88, Case 3-1: Samsung’s Survival of the Asian Financial Crisis, Case 3-2: Manufacturing Location: The United States or China, 4 GLOBAL CULTURAL ENVIRONMENT AND BUYING BEHAVIOR 93, Case 4-1: Mickey Mouse Educating China’s Children, Case 4-2: Harley-Davidson in China: Barriers of Entry for Two-Wheelers, Political Environment — Individual Governments 126, Political Environment — Social Pressures and Political Risk 138, Social Pressures and Special Interests 138, Group of Seven (G7), Group of Eight (G8), and Group of Twenty (G20) 148, International Law and Local Legal Environment 151, Issues Transcending National Boundaries 155, International Treaties for Intellectual Property Protection 162, U.S. Foreign Corrupt Practices Act of 1977 167, Case 5-1: Wal-Mart Bribery Case in Mexico, Case 5-2: Trademark Lawsuit in China: Proview’s IPAD versus Apple’s iPad, Problems with Secondary Data Research 181, Survey Methods for Cross-Cultural Marketing Research 184, Leveraging the Internet for Global Market Research Studies 190, Coordination of Multicountry Research 200, 7 GLOBAL SEGMENTATION AND POSITIONING 204, Reasons for International Market Segmentation 205, International Market Segmentation Approaches 209, Bases for International Market Segmentation 212, Uniform versus Localized Positioning Strategies 222, Global, Foreign, and Local Consumer Culture Positioning 226, Case 7-1: Coach — Selling Handbags Overseas, Information Technology and Global Competition 234, R&D, Operations, and Marketing Interfaces 255, Regionalization of Global Marketing Strategy 260, Identification of Weak Market Segments 261, Marketing Strategies for Emerging Markets 264, Case 8-1: GM and Ford’s Pursuit of Different Benefits from Global Marketing, Expanding Through Joint Ventures and Alliances 286, Drivers behind Successful International Joint Ventures 290, Appendix A: Alternative Country Screening Procedure 306, Appendix B: Mode of Entry Choice—Three Theoretical Perspectives 306, Case 9-1: The Home Depot Throws in the Towel in China, Case 9-3: Starbucks’ Foray in Tea-Loving India, 10 GLOBAL PRODUCT POLICY DECISIONS I: DEVELOPING NEW PRODUCTS FOR GLOBAL MARKETS 308, Back-of-the-Envelope Calculations — Incremental Break-Even Analysis (IBEA) 314, Developing New Products in the Global Marketplace 319, Timing of Entry:Waterfall versus Sprinkler Strategies 323, Appendix: Using Conjoint Analysis for Concept Testing in Global New Product Development 330. 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