Global Marketing

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Created specifically for undergraduate students, this concise text covers the essential concepts of global marketing with the aid of extensive real-life examples and cases. Global Marketing offers balanced coverage of developed and developing markets, including insights into the often-overlooked markets of Africa, Latin America, and the Middle East.

Written with the student in mind, the Second Edition features comprehensive coverage of current topics based on the authors' extensive research and consulting experience. An early introduction to culture and marketing prepares students to integrate cultural analysis throughout the course. A chapter dedicated to the understanding of global and local competitors sets the stage for ongoing discussion of both buyers and competitors in an increasingly competitive global market.

  • New! A student-friendly, four-color design features up-to-date photographs, maps, and advertisements that engage students in the material.
  • New! Each chapter includes up to three brief cases that challenge students to further apply chapter concepts. Cases new to the Second Edition focus on "Textile Trauma," "The Global Baby Bust, " and "The New Cola Wars," among others.
  • New! Updated coverage of evolving issues in global marketing includes insights and frameworks from recent academic and consulting research. Coverage of new topics concerns global brands, outsourcing, consumer animosity, and social versus commercial global marketing.
  • New! Revised and expanded, the Online Study Center offers ACE practice tests, links for further exploration of issues in global marketing, and a course-length Country Market Project. The Online Teaching Center includes tips from experienced instructors in the Country Market Report guide.
  • New! A considerably expanded test bank—now with over 1,500 questions—includes both factual and applied questions.
  • Each chapter features: an opening vignette with brief anecdotes about global issues or companies; an outline of chapter topics; a set of learning objectives, which help students identify and assimilate important concepts; and two closing cases, which challenge students to apply what they have learned.
  • World Beat boxed inserts offer timely, real-world examples from high-profile companies in Europe, Asia, Africa, the Middle East, and the Americas.

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Contents

MTVs Global Strategy p
2
Why Study Global Marketing?
9
UNDERSTANDING THE GLOBAL MARKETING ENVIRONMENT
11
Copyright

70 other sections not shown

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About the author (2007)

Kate Gillespie teaches at the University of Texas, Austin. She received her BA from Harvard University, her MBA from the University of Virginia, and her PhD from the London Business School. Her research interests include international marketing, international business-government relations, and business in developing countries. Kate is a frequent journal contributor.

J.P. Jeannet is Professor of Marketing and International Business at Babson College, with a dual appointment as a member of the regular faculty at IMD (Institute of Management Development) in Lausanne, Switzerland. He received his MBA and PhD from UMass, Amherst, and his diploma degree from the College of Zurich, Switzerland. Dr. Jeannet has published Competitive Marketing Strategies in a European Context, as well as several casebooks and articles on global business strategies. An international consultant, he has worked for ICI PLC (UK), DSM (Netherlands), Slemans (Germany), Nokia (Finland), and Sulzer Brothers (Switzerland).

H. David Hennessey is Associate Professor of Marketing at Babson College and an associate of Ashridge Management College in Berkhamsted, England. He received his MBA from Clark University and his PhD from New York University. His research interests include information technology in sales and marketing and the development of global marketing strategies. Dr. Hennessey has held marketing positions in several companies and has consulted for AT&T, ICI, Compaq, Phillips, EG&G, BBD, and Ansell Edmont. In addition to his teaching experience in Latin America, Europe, and Japan, he is the faculty director of the School of Executive Education's International Managers Program. Dr. Hennessey has tailored programs for DEC and Pitney Bowes.

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