For senior/graduate-level courses. This volume offers a collection of cases that are multinational in scope, describe actual situations, and illustrate a broad array of timely, complex issues faced by global marketers as they take their products and services into new nations and cultures.

Cases in International Marketing (2nd Edition)

Business & Money

Jeannet, Jean-Pierre

Gale, Christopher

Marketing & Sales

Pearson College Div

The authors combine their teaching and professional experience to present students with an authoritative viewpoint of international and global marketing. The text reflects modern global marketing with managerial views, strategic focus, and coverage of global marketing that apply to managers from any industry sector or any country.

Global Marketing Strategies

Economics

Harpercollins

Global Marketing

Houghton/Mifflin

Hennessey, H. David

International

Houghton Mifflin College Div.

Hennessey, Hubert David

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

wiley

Offers an outstanding set of case materials and simulation for use in a variety of marketing courses. The 50 cases provide not only a wealth of background and trends but cover a wide assortment of marketing situations in consumer, industrial, domestic and international settings.

Cases in Marketing Management

Dalrymple, Douglas J.

Parsons, Leonard J.

Management & Leadership

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

Hennessey, Hubert D.

The authors combine their teaching and professional experience to present students with an authoritative viewpoint of international and global marketing. The text reflects modern global marketing with managerial views, strategic focus, and coverage of global marketing that apply to managers from any industry sector or any country.

Cengage Learning'

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