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List of contents
I. CONCEPTUAL OVERVIEW.
1. Introduction to Global Marketing.
2. Global Marketing Planning.
II. THE GLOBAL MARKETING ENVIRONMENT.
3. Economic and Trade Environments.
4. Social and Cultural Environments.
5. Legal and Regulatory Environments.
6. Financial Environment.
III. TARGETING GLOBAL MARKETS.
7. Global Marketing Information Systems and Research.
8. Global Segmentation and Regional Market Characteristics.
IV. FORMULATING GLOBAL MARKET STRATEGY.
9. Competitive Analysis and Strategy.
10. Global Market Entry and Expansion Strategy.
11. Cooperative Strategies and Global Strategic Partnerships.
V. THE GLOBAL MARKETING MIX.
12. Global Product Decisions.
13. Global Pricing Decisions.
14. Global Channel Decisions.
15. Global Communications Decisions: Advertising.
VI. LEADING THE GLOBAL MARKETING EFFORT.
16. Leading, Organizing, and Controlling the Global Marketing Effort.
Summary
Appropriate for upper-level college and university courses in international and global marketing.
The Second Canadian Edition addresses the need to understand the global marketplace from a Canadian perspective, without being ethnocentric. It puts into practice the principal tenet of the global marketer: benefit from the similarities across diverse markets, but heed the differences. Bringing a managerial orientation to global marketing, the book covers small and large companies alike, and takes an analytical approach when necessary. Topical Canadian research findings are included to illustrate current management practice and behaviour.
