Global Marketing Strategies

Business & Money

Jeannet, Jean-Pierre

Hennessey, H. David

International

Houghton Mifflin College Div.

If you buy a new BMW you may be surprised as much by the owner's manual as by the car itself. Thin, personalized, and containing information only on the features you have selected in the language you speak, it is the result of a year's collaboration with Xerox that has radically improved the product and decimated costs. It is just one example of the new organizational structures and processes being developed at leading companies to serve the global marketplace. As firms realize that dealing with global customers is not simply an extension of key account management, their most common response is to launch a formal global account management initiative. Done well this is powerful and effective; however without proper planning it can spell disaster. Drawing on widely accepted 'key success factors' for global account management as well as new elements revealed by their research, David Hennessy and Jean-Pierre Jeannet redefine the process global account management around the premise that sustainable value springs only from an expert understanding of the customer's industry, its structure and its strategy. The book covers all critical aspects of the topic (the planning process, account selection, team building, executive support, global IT requirements, compensation structures and more) and draws on interviews with top global account managers at leading companies including IBM, Cable and Wireless, Siemens, HP, Guinness, Cisco, and Procter &amp; Gamble.

Global Account Management: Creating Value

Economics

wiley

Created specifically for undergraduate students, this concise text covers the essential concepts of global marketing with the aid of extensive real-life examples and cases. It offers balanced coverage of developed and developing markets, including insights into the often-overlooked markets of Africa, Latin America, and the Middle East.
While written in a student-friendly style, the text is comprehensive in its coverage of topics. The authors' extensive research and consulting experience allows for current coverage of a wide array of topics. An early introduction to culture and marketing prepares students to integrate cultural analysis throughout the course. A chapter dedicated to the understanding of global and local competitors sets the stage for ongoing discussion of both buyers and competitors in an increasingly competitive global market.
<ul>
<li>Each chapter begins with a recap of one company's recent experience with global marketing to illustrate and preview key chapter ideas. This feature is followed by an outline of chapter topics and a set of learning objectives, helping students to identify and assimilate important concepts.</li>
<li>World Beat boxed inserts offer timely (and often humorous), real-world examples from global marketers—large and small—operating in North America, Europe, Africa, and Asia, and the Middle East.</li>
<li>In keeping with the text's interactive approach, marginal icons prompt students to visit the textbook website for additional readings, links to relevant sites, updates of current events relating to each chapter, an online research project, and an ACE Practice Test for each chapter.</li>
<li>Short end-of-chapter cases often refer specifically to chapter content and test the student's ability to apply key ideas to the case. Six longer cases supplement the shorter cases and facilitate integrated learning experiences.</li>
<li>An extensive suite of supplements includes over 25 PowerPoint slides per chapter (downloadable from the textbook web site) that combine clear, concise text and art. A video package features various companies facing the challenges of global marketing.</li>
<li>Two-color text and graphics as well as pictures (black and white and color) engage students visually and enhance the learning experience.</li>
</ul>

Global Marketing: An Interactive Approach

Gillespie, Kate

Marketing & Sales

Global Marketing Strategies earns high praise for its up-to-date coverage of the field, especially from instructors of graduate-level courses. In addition to the latest research, this text reinforces the importance of global strategic thinking, or the "global mindset," with current examples from well-known companies across Europe, Asia, and Africa, as well as both North and South America. The Sixth Edition continues to offer a practical focus on global marketing, highlighting the issues facing current managers such as e-commerce, the decline of internet-based businesses, the devaluation of assets sold on the stock market, emerging economies, the events of 9/11, and continued opposition to unlimited globalization.
The authors have revised the complete text, updating key concepts and examples with reference to numerous 2000–2002 academic and trade sources. Chapter 2, The Global Economy, features new statistics on world trade and growth rates, a discussion of the steel tariffs challenged by the EU and WTO, and the financial impact of 9/11. Other highlights include Chapter 3, Cultural and Social Forces, offering insightful business advice about Hindu and Moslem cultures; Chapter 4, Political and Legal Forces, examining how countries such as China use product standards to avoid poor-quality imports and how companies are dealing with executive kidnappings, one of the fastest-growing criminal practices in the world; and Chapter 10, Pricing for Global Markets, covering the management of transfer pricing in response to government audits.
<ul>
<li>
 New! Revised annually, an updated casebook appears with every new copy of the Sixth Edition—and allows students to gain a better understanding of how products are developed and marketed through company-, product-, and industry-specific cases.</li>
<li>
New! As the result of changing industry practice, "international and global" references now appear as "global" and reinforce the text's more unified, worldwide character.</li>
<li>
New! Chapter 16, Organizing for Global Marketing, has been updated to reflect the changing role of global marketing organizations—enhancing discussions of concepts such as global mandates.</li>
<li>
New! Chapter 17, Planning and Controlling Global Marketing, now includes coverage of the latest corporate business strategies.</li>
<li>Current sources from traditional U.S. publications—such as The Wall Street Journal, Marketing News, and Business Week—are complemented by references to international publications, including Business Europe, Far Eastern Economic Review, Nikkei Weekly, and The Asian Business Journal.</li>
</ul>

Global Marking Strategies

Global Marketing Strategies earns high praise for its up-to-date coverage of the field, especially from instructors of graduate-level courses. In addition to the latest research, this text reinforces the importance of global strategic thinking, or the "global mindset," with current examples from well-known companies across Europe, Asia, and Africa, as well as both North and South America. The authors have revised the complete text with reference to current academic and trade sources.An updated casebook accompanies every new copy of the Sixth Edition?and allows students to gain a better understanding of how products are developed and marketed through company-, product-, and industry-specific cases.

Global Marketing Strategies And Cases In Global Marketing Strategies Annual 2005 Set

Created specifically for undergraduate students, this concise text covers the essential concepts of global marketing with the aid of extensive real-life examples and cases. Global Marketing offers balanced coverage of developed and developing markets, including insights into the often-overlooked markets of Africa, Latin America, and the Middle East. Written with the student in mind, the Second Edition features comprehensive coverage of current topics based on the authors' extensive research and consulting experience. An early introduction to culture and marketing prepares students to integrate cultural analysis throughout the course. A chapter dedicated to the understanding of global and local competitors sets the stage for ongoing discussion of both buyers and competitors in an increasingly competitive global market.

Cengage Learning'

Written for an undergraduate audience, but also successfully used in post-graduate courses, this concise text covers the essential concepts of global marketing with the aid of extensive real-life examples and cases. GLOBAL MARKETING offers balanced coverage of developed and developing markets, including insights into the often-overlooked markets of Africa, Latin America, and the Middle East. Written with the student in mind, the Third Edition features comprehensive coverage of current topics based on the authors' extensive research and consulting experience. An early introduction to culture and marketing prepares students to integrate cultural analysis throughout the course. A chapter dedicated to the understanding of global and local competitors sets the stage for ongoing discussion of both buyers and competitors in an increasingly competitive global market.

Global Marketing

See the best price to sell, buy, or rent books by Hennessey, H. David. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Hennessey, H. David

See the best price to sell, buy, or rent books by Hennessey, H. David. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Global Marketing Strategies

Global Account Management: Creating Value

Global Marketing: An Interactive Approach

Global Marking Strategies

Global Marketing Strategies And Cases In Global Marketing Strategies Annual 2005 Set

Global Marketing: An Interactive Approach

Global Marketing