Global Marketing

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9780618005086: Global Marketing

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. It offers balanced coverage of developed and developing markets, including insights into the often-overlooked markets of Africa, Latin America, and the Middle East.

While written in a student-friendly style, the text is comprehensive in its coverage of topics. The authors' extensive research and consulting experience allows for current coverage of a wide array of topics. 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.

  • Each chapter begins with a recap of one company's recent experience with global marketing to illustrate and preview key chapter ideas. This feature is followed by an outline of chapter topics and a set of learning objectives, helping students to identify and assimilate important concepts.
  • World Beat boxed inserts offer timely (and often humorous), real-world examples from global marketers—large and small—operating in North America, Europe, Africa, and Asia, and the Middle East.
  • In keeping with the text's interactive approach, marginal icons prompt students to visit the textbook website for additional readings, links to relevant sites, updates of current events relating to each chapter, an online research project, and an ACE Practice Test for each chapter.
  • Short end-of-chapter cases often refer specifically to chapter content and test the student's ability to apply key ideas to the case. Six longer cases supplement the shorter cases and facilitate integrated learning experiences.
  • An extensive suite of supplements includes over 25 PowerPoint slides per chapter (downloadable from the textbook web site) that combine clear, concise text and art. A video package features various companies facing the challenges of global marketing.
  • Two-color text and graphics as well as pictures (black and white and color) engage students visually and enhance the learning experience.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

About the Author :

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.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

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Kate Gillespie, Jean-Pierre Jeannet, H. David Hennessey
Edité par Houghton Mifflin Company (2003)
ISBN 10 : 0618005080 ISBN 13 : 9780618005086
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Gillespie, Kate; Jeannet, Jean-Pierre; Hennessey, H. David
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