Gale business insights handbook of global marketing [electronic resource] /
Business insights handbook of global marketing
Miranda Herbert Ferrara, project editor.
- Detroit : Gale/Cengage Learning, 2013.
- 1 online resource (xiii, 352 p.)
- Gale business insights Gale virtual reference library .
Includes bibliographical references and index.
Building an international brand -- Determining the need/possibility for expansion to a global market : what makes a global brand? -- Benefits and risks of expansion to a global scale -- Entering the global marketplace -- Cost effectiveness of entering the global market : risk vs. reward -- International vs. domestic marketing plans -- Understanding an international market -- Languages of an emerging market -- Determining a market strategy for new target markets -- The cultural facade : knowing a culture from the inside out -- Segmenting a global market -- Emerging markets : where to focus the brand -- Identifying product opportunities within emerging markets -- Government barricades : establishing a presence in a more restrictive government -- NAFTA-EFTA-WTO : their impact on a global marketing plan -- Identifying legal issuse : taxes and insurance -- Diversification -- Global altruism - marketing to least developed countries (LDCs) -- Determining trustworthy intelligence -- Market entry strategies -- Product distribution : exporting vs. building in a new market -- Adjusting the marketing mix -- Competitive marketing -- The Internet and its effects on the global market -- Currency exchanges -- Impact of a global economic recession -- Managing a brand across multiple markets -- Measuring the global marketing effort -- Global brand success stories -- Global marketing failures.
This series centers on the specific projects, tasks, and activities in which businesspeople currently engage. This volume focuses on the topic of global marketing.