KEY BENEFIT: The new edition of the popular Global Marketing draws students into the excitement, challenges, and controversies of global marketing. The paperback, two-color format gives readers the flexibility to choose a book that is economical as well as interesting.

KEY TOPICS:  Each chapter features vignettes and discussion cases featuring high-profile, real-world companies and products; examples from the trade press to illustrate key terms and issues; topical and timely boxed features; and concise summaries of the latest research findings published in scholarly journals.

MARKET: For those entering the global job market, especially helpful for hirees of import/export departments.

Chapter 1 Introduction to Global Marketing

Case 1-1 McDonald's Expands Globally While Adjusting Its Local Recipe

Case 1-2 Acer Inc.

PART II - THE GLOBAL MARKETING ENVIRONMENT

Chapter 2 The Global Economic Environment

Case 2-1 Vietnam's Market Potential

Case 2-2 Is China’s Currency Too Strong?

Chapter 3 The Global Trade Environment

Case 3-1 The Free Trade Area of the Americas

Chapter 4 Social and Cultural Environments

Case 4-1 Fair Trade Coffee:  Ethics, Religion and Sustainable Production

Case 4-2 Barbie: The American Girl Goes Global

Chapter 5 The Political, Legal, and Regulatory Environments of Global Marketing  ­

Case 5-1 America’s Cuba Conundrum

Case 5-2 Genetically Modified Organisms

PART III - APPROACHING GLOBAL MARKETS

Chapter 6 Global Information Systems and Market Research

Case 6-1 Research Helps Whirlpool Act Local in a Global Market

Chapter 7 Segmentation, Targeting, and Positioning

Case 7-1 Carmakers Target Gen Y

Case 7-2 The Youth of the World Proclaim ” We Want Our MTV”

Chapter 8 Importing, Exporting, and Sourcing

Case 8-1 Concerns about Factory Safety and Worker Exploitation in Developing Countries

Case 8-2 U.S. Sugar Subsidies–Too Sweet a Deal?

Chapter 9 Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances

Case 9-1 Ford Bets Billions on Jaguar

Case 9-2 SABMiller in China

PART IV - THE GLOBAL MARKETING MIX

Chapter 10 Product and Brand Decisions

Case 10-1 The Video Console Wars

Case 10-2 The Smart Car

Chapter 11 Pricing Decisions

Case 11-1 LVMH and Luxury Goods Marketing

Chapter 12 Global Marketing Channels and Physical Distribution

Case 12-1 Carrefour Expands Abroad

Case 12-2 The Future of Radio Frequency Identification

Chapter 13 Global Marketing Communications Decisions I:  Advertising and Public Relations

Case 13-1 Adidas-Solomon

Chapter 14 Global Marketing Communications Decisions II:  Sales Promotion, Personal Selling, Special Forms of Marketing Communication,

Case 14-1 Marketing an Industrial Product in Latin America

PART V - STRATEGY AND LEADERSHIP IN THE 21^ST CENTURY

Chapter 15 Strategic Elements of Competitive Advantage

Case 15-1 Kodak in the Twenty First Century: The Search for New Sources of Competitive Advantage

Case 15-2 Lego

Chapter 16 Leading, Organizing, and Controlling the Global Marketing Effort

Case 16-1 A Marketer Takes the Wheel at Volkswagen AG: 

Case 16-2 Boeing Versus Airbus: A Battle for the Skies

Chapter 17 The Digital Revolution and the Global E-Marketplace

Case 17-1 eBay in Asia

Case 17-2 Blackberry in Japan

OR

Case 17-2 Apple and the Digital Rights Management Controversy