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Chapter
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1
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Introduction
to Going Global
Why
global marketing is important and why it will be even more
important in the global and electronic economy. |
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2
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What
is Going Global?
What
is global marketing and how is it different from domestic
and export marketing? How do corporate views on and government
attitudes toward free trade affect global marketing?
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3
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Evolution
of Going Global
Traces
the development of global marketing from its beginnings within
economics and other social sciences up to the present emphasis
on managerial decision making under uncertainty. |
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4
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E-Dimension:
Going Global
Examines
the importance of turbocharging new product design via the
Web, and gives hints and pointers on how to make online information
work for you in global logistics, retailing, and in advertising
and promotion. Considers the vital role that global marketing
plays in bringing together the old and new economy into something
vastly different in the future. |
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5
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The
Global Dimension
Global
marketing succeeds through the sale of standardized products
that are adapted to suit the needs and tastes of national
and local cultures. |
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6
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The
State of the Art
Global
marketing improves standards of living, enhances life-styles,
and provides wider consumer choice. Global marketing promotes
freer trade among neighboring nations. Global marketing encourages
technological and social change. |
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7
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Going
Global In Practice
Wide
selection of cases about global, multinational, multi-local,
and export-oriented domestic firms from Switzerland, Britain,
France, Japan, and the United States, each with its key learning
points. |
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8
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Key
Concepts and Thinkers
Entries
of approximately 1500 words on major related concepts and
thinkers. |
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9
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Resources
Easy
reference to everything covered in the book. Suggestions for
further reading. Useful Websites. |
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10
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Ten
Steps to Making Going Global Work
Distilled
wisdom of case studies. Practical advice on how to make global
marketing work, and how to have realistic expectations of
what you can anticipate from global marketing. |
