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The Resource Globalization of Consumer Markets : Structures and Strategies

Globalization of Consumer Markets : Structures and Strategies

Globalization of Consumer Markets : Structures and Strategies
Globalization of Consumer Markets
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Structures and Strategies
The concepts, strategic frameworks, and cases in Globalization of Consumer Markets provide managers of global firms with new ideas for growth and keep them current with state-of-the-art global marketing strategies and management tools. With an increased understanding of the structure of today's consumer markets, readers will find they have the key to success and survival in the global marketplace. The contributing authors present managerially oriented chapters, each of which is based on research or practical experience. These are designed to advance the reader's knowledge of the globalizing consumer market. Focused around structure--how consumer markets on a global scale are being shaped--and strategy--successful methods necessary to global competitive marketing and how these strategies work--are the two main themes around which the book is organized. To further enable marketing professionals'success in the global marketplace, Globalization of Consumer Markets details actual strategies, action programs for competitive management, and exemplary cases. There are new ideas from expert marketers on opportunities for growth in the global marketplace and, most importantly, state-of-the-art marketing strategies and management tools. For professional marketers, this book is a must for prosperity in marketing consumer products and services on a global level. This is an ideal book for professional education in marketing of consumer products and services on a global level. Professionals will find a progression of chapters taking them through degree of globalization; market behavior and development; standardization of marketing programs and processes; managerial implications; and extensive references for further study
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Globalization of Consumer Markets : Structures and Strategies
Globalization of Consumer Markets : Structures and Strategies
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  • Cover -- Half Title -- Title Page -- Copyright Page -- Table of Contents -- Foreword -- Preface -- Credits -- Section I. Introduction -- Market Globalization: An Introduction -- Degree of Globalization -- Market Behavior and Development -- Standardization of Marketing Programs and Process -- Managerial Implications -- Chapter 1. The Globalizing Consumer Markets: Issues and Concepts -- Introduction -- Framework of Competitiveness in the Globalizing Consumer Markets -- Summary of Issues and Concepts -- Section II. Degree of Globalization -- Chapter 2. The Globalization of the U.S. Economy: Consumer Market Implications -- Growing Trade Volumes -- New Competitive Players -- Changed Composition of Trade -- Broader International Business Scope -- A New Impact of Financial Markets -- Implications for Consumer Goods Marketers -- Chapter 3. Global Market Segmentation Strategies and Trends -- Introduction -- Global Segmentation: A Historical Review -- Overall Patterns of Global Segmentation -- Global Market Segmentation Defined -- Consumption Trends in Global Markets -- The "Global Elite" Segment -- The "Global Teenager" Segment -- Implications -- Conclusions -- Chapter 4. International Product Rollout: A Country Cluster Approach -- National Characteristics -- Designing a Global Marketing Strategy by Country Clusters -- Two Cases in Point -- Summary and Conclusions -- Section III. Market Behavior and Development -- Chapter 5. The Processes Behind the Country of Origin Effect -- A Critique of Prior Research -- Method -- Results -- Discussion -- Summary and Future Research -- Chapter 6. The Impact of Modernization on Consumer Innovativeness in a Developing Market -- Introduction -- Literature Review -- Hypotheses -- Methodology -- Analysis and Interpretation of Findings -- Study Limitations -- Conclusions and Implications
  • Chapter 7. Consumer Involvement in Services: An International Evaluation -- Globalization of Marketing -- Services Marketing -- Services-Consumer Involvement -- The Study -- Results of the Study -- Global Managerial Implications -- Limitations/Suggestions for Future Research -- Summary -- Chapter 8. Conceptualization of India's Emerging Rural Consuming Systems -- Introduction -- Background -- Conceptual Bases -- Direction of Rural Consumption System Changes -- Marketing Implications -- Limitations -- Conclusions -- Section IV. Standardization of Marketing Programs and Process -- Chapter 9. Consumer Nondurable Products: Prospects for Global Advertising -- Literature Review -- Research Methodology -- Results -- Sales Platforms -- Creative Contexts -- Conclusions -- Chapter 10. Are Global Markets with Standardized Advertising Campaigns Feasible? -- Introduction -- Background Information -- Methodology -- Summary and Conclusions -- Chapter 11. Winning the Global Advertising Race: Planning Globally, Acting Locally -- What Is Global Marketing? -- Structure of Global Markets -- Cultural Analysis of Global Markets -- Can Marketing Be Standardized? -- The Global Advertising Controversy -- Thinking Globally, Acting Locally -- Merger Mania and the Emergence of Mega Agencies -- Solution: Global Agency Networks -- Chapter 12. Toward an Understanding of the Use of Foreign Words in Print Advertising -- Introduction -- Conceptual Framework -- Implications for Research -- Conclusion and Managerial Implications -- Chapter 13. The Changing South Korean Marketplace: Perceptions of Consumer Goods -- Introduction -- Country of Origin Literature -- Purpose of the Study -- Methodology -- Data Analysis and Findings -- Conclusions -- Section V. Managerial Implications -- Chapter 14. Implications of Standardization in Global Markets -- Introduction
  • Globalization: A Holistic View -- Globalization: Standardization of Markets -- Marketing Mix Considerations -- Conclusions -- Recommendations and Implementation -- Chapter 15. A Values Comparison of Future Managers from West Germany and the United States -- Values -- Authoritarianism -- Need-Determined Expression and Value-Determined Restraint -- Equalitarianism -- Individualism -- Research Design -- Results -- Discussion -- Conclusions
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1st ed.
1 online resource (356 pages)
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