內容大鋼
本書是一本英文影印版，原著Global Marketing是國際營銷資深學者沃倫·基根教授的代表作，在世界許多國家和地區廣泛使用。
本書第8版沿襲之前版本的框架，首先概覽了由經濟與貿易、社會與文化、政治與法律等方面構成的全球商務環境，進而從戰略和營銷組合的角度詳細闡述了企業的全球營銷策略和方式。書中介紹了很多前沿的概念或分析工具，如產品生命周期、杠桿作用、資源獲取、全球戰略夥伴關係、國家競爭優勢分析框架等，幫助學生在全球營銷中把握發展機會，成功實施4P理論和策略組合。第8版大幅更新了案例和數據，將有關「金磚四國」的討論擴大到「金磚國家」，對社交媒體進行了新的討論，增加了全新專欄「創新、創業和全球創造」，在章末案例分析中強調了批判性思維的培養。
本書配有豐富的教輔資源，包括PPT講義、教師手冊、試題等，非常適合高校經濟管理類專業本科生、研究生、MBA、國際商務碩士等雙語教學或全英語教學，也適合各類外向型企業的管理者和營銷人員閱讀和應用。
目錄
Preface
PART ONE introduction
Chapter 1 Introduction to Global Marketing
Introduction and Overview
Principles of Marketing: A Review
Global Marketing: What It Is and What It Isn't
The Importance of Global Marketing
Management Orientations
Forces Affecting Global Integration and Global Marketing
Outline of This Book
PART TWO The Global Marketing Environment
Chapter 2 The Global Economic Environment
The World Economy——An Overview
Economic Systems
Stages of Market Development
Balance of Payments
Trade in Merchandise and Services
Chapter 3 The Global Trade Environment
The World Trade Organization and GATT
Preferential Trade Agreements
North America
Latin America: SICA, Andean Community, Mercosur, and CARICOM
Asia-Pacific: The Association of Southeast Asian Nations (ASEAN)
Western, Central, and Eastern Europe
The Middle East
Africa
Chapter 4 Social and Cultural Environments
Society, Culture, and Global Consumer Culture
High- and Low-Context Cultures
Hofstede's Cultural Typology
The Self-Reference Criterion and Perception
Diffusion Theory
Marketing Implications of Social and Cultural Environments
Chapter 5 The Political, Legal, and Regulatory Environments
The Political Environment
International Law
Sidestepping Legal Problems: Important Business Issues
Conflict Resolution, Dispute Settlement, and Litigation
The Regulatory Environment
PART THREE Approaching Global Markets
Chapter 6 Global Information Systems and Market Research
Information Technology and Business Intelligence for Global Marketing
Sources of Market Information
Formal Market Research
Headquarters' Control of Market Research
The Marketing Information System as a Strategic Asset
Chapter 7 Segmentation, Targeting, and Positioning
Global Market Segmentation
Assessing Market Potential and Choosing Target Markets or Segments
Product-Market Decisions
Targeting and Target Market Strategy Options
Positioning
Chapter 8 Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances
Licensing
Investment
Global Strategic Partnerships
International Partnerships in Developing Countries
Cooperative Strategies in Asia
Twenty-First-Century Cooperative Strategies
Market Expansion Strategies
PART FOUR The Global Marketing Mix
Chapter 9 Brand and Product Decisions in Global Marketing
Basic Product Concepts
Basic Branding Concepts
A Needs-Based Approach to Product Planning
〝Country of Origin" as Brand Element
Extend, Adapt, Create: Strategic Alternatives in Global Marketing
New Products in Global Marketing
Chapter 10 Pricing Decisions
Basic Pricing Concepts
Global Pricing Objectives and Strategies
Environmental Influences on Pricing Decisions
Global Pricing: Three Policy Alternatives
Gray Market Goods
Dumping
Price Fixing
Transfer Pricing
Countertrade
Chapter 11 Global Marketing Channels and Physical Distribution
Distribution Channels: Objectives, Terminology, and Structure
Establishing Channels and Working with Channel Intermediaries
Global Retailing
Physical Distribution, Supply Chains, and Logistics Management
Chapter 12 Global Marketing Communications Decisions Ⅰ: Advertising and Public Relations
GlobalAdvertising
Advertising Agencies: Organizations and Brands
Creating Global Advertising
Global Media Decisions
Public Relations and Publicity
Chapter 13 Global Marketing Communications Decisions Ⅱ: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication
Sales Promotion
Personal Selling
Special Forms of Marketing Communications: Direct Marketing, Support Media, Event Sponsorship, and Product Placement
Chapter 14 Global Marketing and the Digital Revolution
The Digital Revolution: A Brief History
Convergence
Value Networks and Disruptive Technologies
Global E-Commerce
Web Site Design and Implementation
New Products and Services
Glossary
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