ALERT: Before you purchase, check with your instructor or review your course syllabus to ensure that you select the correct ISBN. Several versions of Pearson's MyLab & Mastering products exist for each title, including customized versions for individual schools, and registrations are not transferable. In addition, you may need a CourseID, provided by your instructor, to register for and use Pearson's MyLab & Mastering products.
Access codes for Pearson's MyLab & Mastering products may not be included when purchasing or renting from companies other than Pearson; check with the seller before completing your purchase.
Used or rental books
If you rent or purchase a used book with an access code, the access code may have been redeemed previously and you may have to purchase a new access code.
Access codes that are purchased from sellers other than Pearson carry a higher risk of being either the wrong ISBN or a previously redeemed code. Check with the seller prior to purchase.
For undergraduate and graduate global marketing courses.
The excitement, challenges, and controversies of global marketing.
Global Marketing reflects current issues and events while offering conceptual and analytical tools that will help students apply the 4Ps to global marketing.
MyMarketingLab for Global Marketing is a total learning package. MyMarketingLab is an online homework, tutorial, and assessment program that truly engages students in learning. It helps students better prepare for class, quizzes, and exams–resulting in better performance in the course–and provides educators a dynamic set of tools for gauging individual and class progress.
This program will provide a better teaching and learning experience–for you and your students. Here’s how:
- Improve Results with MyMarketingLab: MyMarketingtLab delivers proven results in helping students succeed and provides engaging experiences that personalize learning.
- Bring Global Marketing to Life with Real-World Examples: The cases in this text were written to encourage student interest and learning, stimulate class discussion, and enhance the classroom experience for students and instructors.
- Highlight Key Emerging Markets: Continued expanded coverage on the growing impact of emerging nations.
This package contains:
0133545008 / 9780133545005 Global Marketing, 8/e
0133576353 / 9780133576351 NEW MyMarketingLab with Pearson eText -- Access Card -- for Global Marketing 8/e
Table of Contents
Part I. Introduction
Chapter 1. Introduction to Global Marketing
Case 1-1. The Global Marketplace Is Also Local
Case 1-1. The Global Marketplace (continued)
Case 1-2. McDonald’s Expands Globally While Adjusting Its Local Recipe
Case 1-3. Apple versus Samsung: The Battle for Smartphone Supremacy Heats Up
Part II. The Global Marketing Environment
Chapter 2. The Global Economic Environment
Case 2-1. A New Front in the Battle of Ideas
Case 2-1. A New Front in the Battle of Ideas (continued)
Case 2-2. Argentina Uncorks Malbec; World Ready for a Glass
Chapter 3. The Global Trade Environment
Case 3-1. Global Trading Partners Look East and West for Economic Growth
Case 3-1. Will New Trade Partnerships Fuel East-West Growth? (continued)
Case 3-2. Will the Euro Survive? The Euro Zone Fights for Its Life
Chapter 4. Social and Cultural Environments
Case 4-1. Will Tourism Ruin Venice?
Case 4-1. Is Tourism the Savior or the Scourge of Venice? (continued)
Case 4-2. Soccer and the Fashion World
Chapter 5. The Political, Legal, and Regulatory Environments
Case 5-1. Mr. President–Free Pussy Riot!
Case 5-1. Mr. President–Free Pussy Riot! (continued)
Case 5-2. America’s Cuban Conundrum
Case 5-3. Gambling Goes Global on the Internet
Part III. Approaching Global Markets
Chapter 6. Global Information Systems and Market Research
Case 6-1. Market Research Keeps Coach at the Cutting Edge of Fashion
Case 6-1. Market Research Keeps Coach at the Cutting Edge of Fashion (continued)
Case 6-2. Research Helps Whirlpool Keep Its Cool at Home, Act Local in Emerging Markets
Chapter 7. Segmentation, Targeting, and Positioning
Case 7-1. Global Companies Target Low-Income Consumers (A)
Case 7-1. Global Companies Target Low-Income Consumers (A) (continued)
Case 7-2. Cosmetics Giants Segment the Global Cosmetics Market
Chapter 8. Importing, Exporting, and Sourcing
Case 8-1. Can the United States Double Its Exports by 2015?
Case 8-1. Increasing U.S. Exports (continued)
Case 8-2. Asian Shoe Exports to Europe
Case 8-3. A Day in the Life of an Export Coordinator
Chapter 9. Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances
Case 9-1. Starbucks Expands Abroad
Case 9-1. Starbucks’ Global Expansion (continued)
Case 9-2. Jaguar’s Passage to India
Part IV. The Global Marketing Mix
Chapter 10. Brand and Product Decisions in Global Marketing
Case 10-1. Suzlon Energy
Case 10-1. Suzlon Energy (continued)
Case 10-2. The Smart Car
Chapter 11. Pricing Decisions
Case 11-1. Global Companies Target Low-Income Consumers (B)
Case 11-1. Global Companies Target Low-Income Consumers (B) (continued)
Case 11-2. LVMH and Luxury Goods Marketing
Case 11-3. One Laptop Per Child
Chapter 12. Global Marketing Channels and Physical Distribution
Case 12-1. Walmart’s Adventures in India
Case 12-1. Can Walmart Crack the Retail Code in India? (continued)
Case 12-2. Fail! Tesco Strikes Out in the United States
Chapter 13. Global Marketing Communications Decisions I: Advertising and Public Relations
Case 13-1. The Gulf Oil Spill: BP’s Public Relations Nightmare
Case 13-1. The BP Oil Spill (continued)
Case 13-2. Scotch Whisky in China: A Taste of the Good Life
Chapter 14. Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication
Case 14-1. Red Bull
Case 14-1. Red Bull (continued)
Case 14-2. Marketing an Industrial Product in Latin America
Chapter 15. Global Marketing and the Digital Revolution
Case 15-1. Africa 3.0
Case 15-1. Africa 3.0 (continued)
Case 15-2. Global Marketers Discover Social Media
Part V. Strategy and Leadership in the Twenty-First Century 488
Chapter 16. Strategic Elements of Competitive Advantage
Case 16-1. Volkswagen Aims for the Top
Case 16-1. Volkswagen (continued)
Case 16-2. IKEA
Case 16-3. LEGO
Chapter 17. Leadership, Organization, and Corporate Social Responsibility
Case 17-1. A Changing of the Guard at Unilever
Case 17-1. Unilever (continued)
Digital Choices ?
MyLab & Mastering with Pearson eText is a complete digital substitute for a print value pack at a lower price.
MyLab & Mastering ?
MyLab & Mastering products deliver customizable content and highly personalized study paths, responsive learning tools, and real-time evaluation and diagnostics. MyLab & Mastering products help move students toward the moment that matters most—the moment of true understanding and learning.
$89.95 | ISBN-13: 978-0-13-357636-8
$44.95 | ISBN-13: 978-0-13-357637-5
With VitalSource eTextbooks, you save up to 60% off the price of new print textbooks, and can switch between studying online or offline to suit your needs.
Access your course materials on iPad, Android and Kindle devices with VitalSource Bookshelf, the textbook e-reader that helps you read, study and learn brilliantly. Features include:
- See all of your eTextbooks at a glance and access them instantly anywhere, anytime from your Bookshelf - no backpack required.
- Multiple ways to move between pages and sections including linked Table of Contents and Search make navigating eTextbooks a snap.
- Highlight text with one click in your choice of colors. Add notes to highlighted passages. Even subscribe to your classmates' and instructors' highlights and notes to view in your book.
- Scale images and text to any size with multi-level zoom without losing page clarity. Customize your page display and reading experience to create a personal learning experience that best suits you.
- Print only the pages you need within limits set by publisher
- Supports course materials that include rich media and interactivity like videos and quizzes
- Easily copy/paste text passages for homework and papers
- Supports assistive technologies for accessibility by vision and hearing impaired users
Alternative Options ?
Click on the titles below to learn more about these options.
$196.13 | ISBN-13: 978-0-13-384963-9
Loose Leaf Version ?
Books a la Carte are less-expensive, loose-leaf versions of the same textbook.
$188.13 | ISBN-13: 978-0-13-357630-6