Coverart for item
The Resource Global Marketing Strategy : An Executive Digest

Global Marketing Strategy : An Executive Digest

Label
Global Marketing Strategy : An Executive Digest
Title
Global Marketing Strategy
Title remainder
An Executive Digest
Creator
Subject
Language
eng
Member of
Cataloging source
MiAaPQ
Literary form
non fiction
Nature of contents
dictionaries
Series statement
Management for Professionals Ser
Global Marketing Strategy : An Executive Digest
Label
Global Marketing Strategy : An Executive Digest
Link
http://libproxy.rpi.edu/login?url=https://ebookcentral.proquest.com/lib/rpi/detail.action?docID=4441899
Publication
Copyright
Related Contributor
Related Location
Related Agents
Related Authorities
Related Subjects
Related Items
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
  • Contents -- List of Abbreviations -- List of Figures -- List of Tables -- 1: Marketing: A Global Discipline -- Intro -- Preface -- Appraisals -- 2: Assessing Global Marketing Opportunities -- 3: Entering Global Markets -- 4: Segmenting Targeting and Positioning in Global Markets -- 5: Creating Global Product and Service Offerings -- 6: Extracting Value from Global Operations -- 7: Global Supply Chains and Distribution Networks -- 8: Global Branding and Communication -- 9: Organizational Design for Global Marketing Strategy -- 10: Global Marketing Ethics and CSR -- 11: The Future of Global Marketing Strategy -- 11.1 Different Visions of the Future -- 11.2 Eight Paradoxical Trends -- 10.4 Ethical Issues in Global Supply Chains -- 10.5 Ethics and Global Communication -- 10.6 Implementing Ethics into Global Marketing Practice -- 10.1 CSR Tops Business Leaderś Agendas -- 10.2 Deciphering the Terms -- 10.3 Sources of Disparity -- 9.5 Managing Relationships Between Organizational Units -- 9.6 Summary -- References -- 9.1 Aligning Strategy and Structure -- 9.2 Global Organizational Structures -- 8.4 The Communication Mix -- 8.5 Summary -- References -- 9.3 Benefits of Regional Strategies and Structures -- 9.4 Regional Organizational Structures -- 8.1 Branding and Communication Strategies -- 8.2 Branding Basics -- 8.3 Global Brands -- 7.5 Channel Management -- 7.6 Future Trends -- 7.7 Summary -- References -- 10.7 Summary -- References -- 11.3 Implications for Global Marketing Strategy -- 11.4 Summary -- References -- 7.1 Key Dimensions of Global Supply Chains -- 7.2 Benefits and Challenges of Global Supply Chains -- 6.4 Location of Pricing Responsibility -- 6.7 Summary -- References -- 7.3 Channel Functions and Organizational Formats -- 7.4 Selecting Channel Design -- 6.1 Global Pricing: Challenges and Opportunities
  • 6.2 Environmental Influences on Global Pricing -- 6.3 Global Pricing Strategies and Practices -- 6.5 Setting Company Internal Prices -- 6.6 Market Disturbances -- 5.1 Consumers Buy Solutions -- 5.3 The Standardization-Adaptation Debate -- 5.4 Global Innovation and Product Development -- 5.5 International Product Life Cycle -- 5.6 Summary -- References -- 2.5 Summary -- References -- 4.3 Selecting Global Target Segments -- 4.4 Positioning -- 3.5 Summary -- References -- 4.5 Summary -- References -- 4.1 STP: The Holy Trinity of Marketing -- 4.2 Global Market Segmentation -- 3.4 Foreign Market Entry: Equity Modes -- 3.1 The Why the When and the How -- 3.3 Foreign Market Entry: Non-equity Modes -- 2.3 Assessments Based on Primary Data -- 1.7 Summary -- References -- 2.4 Global Marketing Information Systems -- 2.1 The Market Assessment Task -- 2.2 Assessments Based on Secondary Data -- 1.6 Global Marketing Strategy as a Balancing Act -- The Opinion of Significant Others -- 1.4 Contravening Forces Facing Global Companies -- 1.5 Implications for Global Corporate Structure and Control -- The Benefits -- The One Who Gets the Credit -- 1.3 The Path to Globalization -- 1.1 Mapping Out the Field -- 1.2.1 What Is Marketing -- 1.2.2 What Is Strategy -- 1.2.3 What Is Global -- 1.3.2 Resource Seeking or Market Seeking -- 1.3.4 Learning in Industry Clusters -- 1.3.5 Challenging Competitors -- 1.5.1 The Integration-Responsiveness (IR) Framework -- 1.5.2 The Adaptation-Aggregation-Arbitrage Model -- 1.5.3 The Role of Regions in Corporate Global Strategies -- 1.4.2 Forces for Local Responsiveness -- 1.6.1 Determining the Degree of Global Marketing Integration -- 1.6.2 Instruments Used to Facilitate Global Marketing Integration -- 1.6.3 Arguments for Empowering Local Marketing -- 2.2.1 Global Information Needs -- 2.2.2 The Global Market Assessment Process
  • 2.2.3 Use of Scoring Models -- 2.2.4 Detailed Assessment of Potential Country Markets -- 2.4.1 Challenges in Designing Global Marketing Information Systems -- 2.4.2 New Tools for Global Data Collection -- 2.3.1 The Complexity of Global Marketing Research -- 2.3.3 Data Equivalence in Global Marketing Research -- 2.3.4 Emic or Etic Approach -- 3.3.1 Exporting -- 3.2.1 Motivation and Timing of Foreign Market Entry -- 3.2.2 Balancing Risk and Control -- 3.4.1 Joint Ventures -- 3.3.2 Contractual Agreements -- 4.2.1 Geographic Segmentation -- 4.2.2 Demographic Segmentation -- 4.2.3 Psychographic Segmentation -- 4.2.4 Behavioral Segmentation -- 4.2.5 Benefit Segmentation -- 4.4.1 Establishing a Frame -- 4.4.2 Clarifying Areas of Parity -- 4.3.1 Targeting Approaches -- 4.3.2 Assessing Target Segments -- 4.3.3 Selecting Target Segments -- 3.4.2 Strategic Alliances -- 3.4.3 Wholly Owned Subsidiaries -- 5.5.1 Explaining Foreign Investment Patterns -- 5.5.2 Explaining Revenue and Profit Patterns of Products -- 5.4.1 The Innovation Cube -- 5.4.2 Designing Global Innovation Strategies -- 5.4.3 The New Product Development Process -- 5.3.1 Standardization -- 5.3.2 Adaptation -- 5.3.3 Contingency Perspective -- 5.2.1 Product Dimensions -- 5.2.2 Product Types -- 6.6.1 Dumping -- 6.6.2 Grey Markets and Parallel Imports -- 6.6.3 Cartels -- 6.5.1 Transfer Pricing Principles -- 6.5.2 Transfer Pricing Methods -- 6.3.1 Cost-Plus Pricing -- 6.3.2 Parity Pricing -- 6.3.4 Countertrade -- 6.3.5 Incoterms -- 6.2.1 Competition and Demand -- 6.2.2 Foreign Exchange Rates -- 6.2.3 National Regulations -- 6.2.4 Inflation -- 7.4.1 Customer Requirements -- 7.4.2 Market Coverage -- 7.4.3 Channel Options -- 7.4.4 Channel Synergies -- 7.3.1 Functions of Channel Members -- 7.3.2 Number of Channel Levels -- 7.3.3 Organization of Channels -- 6.4.1 Standardization Versus Differentiation
  • 7.2.1 Inbound Logistics, Purchasing and Operations -- 7.2.2 Outbound Logistics and Marketing Channels -- 10.3.2 Finding Common Ground -- 11.3.1 No More Business as Usual -- 11.3.2 The Quest for Balance -- 7.6.1 Technological Developments -- 7.6.2 Sustainability and CSR -- 7.5.1 Selecting Channel Members -- 7.5.3 Evaluating Channel Members -- 7.5.4 Channel Conflict and Grey Markets -- 8.3.1 What Is T̀ruly Globaĺ? -- 8.3.2 Challenges to Globalizing Brands -- 8.3.3 Cultural Factors in Global Branding -- 8.3.4 Branding and Religious Endorsements -- 8.3.5 Local Versus Global Brands -- 8.3.6 Global Brand Portfolios -- 8.2.1 Brand Value -- 8.2.2 Brand Architecture -- 8.2.3 Brand Identity, Brand Image, Brand Resonance -- 8.2.4 Brand Extension -- 9.4.1 Defining a Region -- 9.3.1 The Parenting Advantage -- 9.3.2 The Knowledge Advantage -- 8.4.1 Advertising -- 8.4.2 Personal Selling -- 8.4.3 Sales Promotion -- 8.4.4 Public Relations -- 8.4.5 Integrated Marketing and Relationship Communication -- 8.4.6 Barriers to Standardizing the Communication Mix -- 9.2.1 Area Structures or Product Divisions -- 9.2.2 Matrix Structures or Transnational Networks -- 9.2.3 Limitations of Global Matrix Structures and Transnational Networks -- 9.5.1 Relationship Between Global and Regional Headquarters -- 9.5.2 Relationship Between Regional Headquarters and National Subsidiaries -- 9.4.2 Headquarters for the Region (Regional Office) -- 9.4.3 Headquarters in the Region -- 10.3.1 Competing Theories in Business Ethics -- 10.2.1 Business Ethics, Marketing Ethics and Global Marketing Ethics -- 10.2.2 Corporate Social Responsibility -- 10.2.3 Sustainability -- 10.6.1 Mission Statements -- 10.6.2 Corporate Codes of Ethics and Credos -- 10.6.3 Corporate Ethics Training Programs -- 10.6.5 Regulatory Drivers -- 10.4.1 Ethical Issues Pertaining to Product Sourcing
  • 10.4.2 Ethical Issues Pertaining to Intermediaries -- 10.4.3 Ethical Issues Pertaining to Retailers -- 10.4.4 Ethical Issues Pertaining to Consumers -- 11.2.1 Globalization Versus the Renaissance of Local Values -- 11.2.2 Population Growth Versus Population Shortage -- 11.2.3 Power of Supranational Organizations Versus the Rise of Megacities -- 11.2.4 Disruptive Technologies Versus Retro Products -- 11.2.5 Large Multinationals Versus Niche Players -- 11.2.6 Growing Prosperity in Asia Versus Sluggish Economies in the West -- 11.2.7 Increasing Environmental Degradation Versus Inaction on Climate Change -- 11.2.8 Big Data and Connectivity Versus Privacy and Authenticity -- 10.3.1.1 Relativism -- 10.3.1.4 Theory of Justice -- 9.4.3.1 Single Country Markets -- 9.4.3.3 Mixed Regional Structures -- 9.4.1.1 Geographic Proximity -- 9.4.1.4 Political Considerations -- 7.3.3.1 Vertical Marketing Systems -- 7.3.3.3 Multichannel Distribution Systems -- 6.5.2.1 Cost-Plus Method -- 6.5.2.2 Comparable Uncontrolled Price Method -- 5.3.3.1 Product Use Conditions -- 5.3.3.2 Expected Product Benefits -- 5.4.3.1 Idea Generation -- 5.4.3.2 Initial Screening -- 5.4.3.5 Market Testing -- 4.4.3.1 Brand Performance -- 4.4.3.4 High-Tech Versus High-Touch -- 4.4.3.5 Country-of-Origin -- 3.3.2.1 Licensing -- 3.3.2.2 Franchising -- 3.3.2.3 Outsourcing -- 3.3.2.4 Co-marketing -- 3.4.1.1 Reigning in the Elusive Term -- 3.4.1.3 Disadvantages of Joint Ventures -- 3.4.1.4 Success Factors in Managing Joint Ventures -- 3.3.1.1 Indirect Exporting -- 3.3.1.4 Independent Market Representation -- 3.3.1.5 Exporting of Services
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{'f': 'http://opac.lib.rpi.edu/record=b4384967'}
Extent
1 online resource (270 pages)
Form of item
online
Isbn
9783319262796
Media category
computer
Media MARC source
rdamedia
Media type code
c
Sound
unknown sound
Specific material designation
remote

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