Includes index

Provides an international and comparative perspective to the study of marketing. This title includes examples that are provided from across the continents encompassing small and medium enterprises (SMEs).

Part 1: Global Marketing Environments -- Chapter 1 Understanding Global Markets and Marketing -- Chapter 2 Assessing the Global Marketing Environment-The Global Economy and Technology -- Chapter 3 Evaluating Cultural and Social Environments -- Chapter 4 Analyzing Political and Legal Environments -- Chapter 5 Integrating Global, Regional, and National Markets -- Part 2: Global Marketing Functions and Strategies -- Chapter 6 Conducting Marketing Research -- Chapter 7 Selecting International Markets -- Chapter 8 Entering Global Markets -- Chapter 9 Segmenting, Targeting And Positioning For Global Markets-- Part 3: The Four Ps of Global Marketing -- Chapter 10 Developing Global Products and Brands -- Chapter 11 Setting Global Prices -- Chapter 12 Building Global Distribution and Placement -- Chapter 13 Launching Global Communication and Advertising -- Part 4: New Trends in Global Marketing -- Chapter 14 Using Social Media For Global Marketing -- Chapter 15 Designing And Controlling Global Marketing Systems -- Chapter 16 Defining Ethics And Corporate Social Responsibility In The International Marketplace -- Part 5: Comprehensive Global Marketing Cases -- Part 1: Global Marketing Environments -- Case P1-1 International Marketing at Marks & Spencer: A UK Retailer -- Case P1-2 MacEwan Goes Global: Internationalization at a Canadian School of Business -- Case P1-3 Estimating Demand in Emerging Markets for Kodak Express (c) -- Part 2: Global Marketing Functions and Strategies -- Case P2-1Ruth's Chris: The High Stakes of International Expansion -- Case P2-2 A Speed Race: Benelli and QJ Compete in the International Motorbike ArenaCase -- P2-3 Riviera Radio (RR): Developing a Market in a Highly Diverse Community -- Part 3: The Four Ps of Global Marketing -- Case P3-1 Master International Franchising in China: The Athlete's Foot, Inc. (A) -- Case P3-2 San Francisco Coffee House: An American Style Franchise in Croatia -- Case P3-3Euro Disney -- Part 4: New Trends in Global Marketing -- Case P4-1Mobile Language Learning: Praxis Makes Perfect In China -- Case P4-2Birzeit Pharmaceutical Company: Marketing from Palestine -- Case P4-3 Social Entrepreneurship and Sustainable Farming in Indonesia

Hailing from America, Europe and the Middle East, the authors of Global Marketing provide a truly international and comparative perspective to the study of marketing. Examples are provided from across the continents encompassing small and medium enterprises (SMEs). In addition, well-researched multinational companies are explored and give justice to the breadth and depth of this field. Cases on well-known companies, such as Disney, Starbucks, Wal-Mart, Archer Daniels Midland (ADM), and Corona are supplemented by cases on lesser-known and smaller companies from emerging markets, such as Proton Car from Malaysia and San Lu from China. In addition to short, end of chapter cases that can be used in classroom discussion, the book also boasts longer, end of book cases which require integration of multiple chapters and synthesis of knowledge to identify and solve international marketing problems.