CHAPTER 2 Assessing the Global Marketing EnvironmentâThe Global Economy and Technology ... CHAPTER 4 Analyzing Political and Legal Environments.
PART 1 GLOBAL MARKETING ENVRIONMENTS CHAPTER 1 Understanding Global Markets and Marketing CASE 1-1 Evalueserve – Managing International Services Marketing CHAPTER 2 Assessing the Global Marketing Environment—The Global Economy and Technology CASE 2-1 Mobile Language Learning: Praxis Makes Perfect in China CHAPTER 3 Evaluating Cultural and Social Environments CASE 3-1 Starbucks: Expanding in China CHAPTER 4 Analyzing Political and Legal Environments CASE 4-1 Huawei Enters The United Sates CASE 4-2 Relearning Lessons We've Forgotten—The Significance of a Piggy Bank CHAPTER 5 Integrating Global, Regional, and National Markets CASE 5-1 An Expanding Dilemma: Tough Choice Between Egypt and Venezuela PART 2 GLOBAL MARKETING FUNCTIONS AND STRATEGIES CHAPTER 6 Conducting Marketing Research CASE 6-1 Hummus Bar: Dipping Into the International Markets CHAPTER 7 Selecting International Markets CASE 7-1 Ruth Chris: The High Stakes of International Expansion CHAPTER 8 Entering Global Markets CASE 8-1 The Art of Cross Cultural Branding CHAPTER 9 Segmenting, Targeting, and Positioning for Global Markets CASE 9-1 Hong Kong Disneyland Chinese: Tourists' Behavior and Disneyland's International Strategy PART 3 THE FOUR Ps OF GLOBAL MARKETING CHAPTER 10 Developing Global Products and Brands CASE 10-1 Succession Planning: Surviving the Next Generation CHAPTER 11 Setting Global prices CASE 11-1 Price Wars in the Chinese TV Manufacturing Industry: The Case of Hisense CHAPTER 12 Global Placement and Distribution Channels CASE 12-2 FHM—Adapting To Make an International Publishing Brand CHAPTER 13 Launching Global Communication and Advertising CASE 13-1 Branding Orlando for Global Competitiveness PART 4 NEW TRENDS IN GLOBAL MARKETING CHAPTER 14 Using Social Media for Global Marketing CASE 14-1 In Search of Book Sales
CHAPTER 15 Designing and Controlling Global Marketing Systems CASE 15-1 Evalueserve Inc. Establishing a Knowledge Outsourcing and Service Marketing Company CHAPTER 16 Defining Ethics and Corporate Social Responsibility in the International Marketplace CASE 16-1 Social Entrepreneurship and Sustainable Farming in Indonesia PART 5 COMPREHENSIVE GLOBAL MARKETING CASES PART 1 GLOBAL MARKETING ENVRIONMENTS CASE P1-1 Data Display – Developing an International Sales Presence CASE P1-2 Orlando International Airport: Landing International Airline Business CASE P1-3 Marketing Brand Israel: A Country in Crisis PART 2 GLOBAL MARKETING FUNCTIONS AND STRATEGIES CASE P2-1 Geely Motors: A Chinese Automaker Enters International Markets CASE P2-2 Estimating Demand in Emerging Markets For Kodak Express CASE P2-3 Dialogue in The Dark Social Enterprise In China PART 3 THE FOUR Ps OF GLOBAL MARKETING CASE P3-1 Marks and Spencer Enters China CASE P3-2 Birzeit Pharmaceutical Company: Marketing from Palestine CASE P3-3 Green Isle Ltd. PART 4 NEW TRANDS IN GLOBAL MARKETING CASE P4-1 China's Geely Automotive Targeting the US Market CASE P4-2 Riviera Radio (RR): Developing a Market in a Highly Diverse Community CASE P4-3 Renault's Logan: A Genius Idea of a World Car
