Global Marketing Principles

Author: (USA) C. Kanter Green
Publisher:
Publish Date: 2002-03-01
Features: The book "Principles of Global Marketing" is based on the highly influential textbook "Global Marketing Management." After more than ten years of use and multiple revisions, its theoretical framework has matured, and its content is quite rich. This book closely connects with the operational practices of many multinational companies over the past one to two decades, introducing and creating some entirely new concepts, theories, and operational methods, such as value chains, national competitive advantages, international product trade cycles, international marketing management guidelines, leverage theory, global marketing sourcing, strategic partnerships, and more. The content of this book is quite cutting-edge and enlightening, directly catering to the needs of managers and business management professionals. The book provides an overview of economic, social, cultural, political, legal, and financial aspects, adopting a strategic and environmental research approach to offer a set of conceptual and analytical tools to help students prepare for successfully applying the 4Ps (product, price, distribution, promotion) in global marketing. The book offers a concise introduction to the field of international marketing, with a student-oriented style. The author integrates real-world cases, anecdotes, and features, along with a clear description of the challenges in the global marketing field. At the end of each chapter, there are cases that are practical and reflect the opportunities and challenges in the global market, the principles of global marketing, and the joys of operational management. The book is divided into five parts: Part I provides an overview of global marketing and its fundamental theories. Part II covers the environment of global marketing—economic environments and regional market characteristics, including geographic distribution of income and population, trade and investment patterns, and market development stages, as well as social and cultural, legal and regulatory aspects. Part III discusses market segmentation, target market identification, and sourcing decisions. Part IV focuses on global marketing strategies related to the marketing mix, discussing the application of product, price, channel, and marketing communication decisions to adapt to specific global market opportunities and threats. Part V describes the organization and monitoring of global marketing projects and examines the integration and management of global marketing. As a textbook for the "International Marketing" course, the main target audience includes undergraduate students in marketing and business administration, graduate students in marketing and business management, MBA students, and various managerial and marketing personnel in outward-looking enterprises engaged in international marketing.