Global Marketing

Part I. Introduction Chapter 1. Introduction to Global Marketing Case 1-1. The Global Marketplace Is Also Local Case 1-1. The Global Marketplace (continued) Case 1-2. McDonald's Expands Globally While Adjusting Its Local Recipe Case 1-3. Apple versus Samsung: The Battle for Smartphone Supremacy Heats Up Part II. The Global Marketing Environment Chapter 2. The Global Economic Environment Case 2-1. A New Front in the Battle of Ideas Case 2-1. A New Front in the Battle of Ideas (continued) Case 2-2. Argentina Uncorks Malbec; World Ready for a Glass Chapter 3. The Global Trade Environment Case 3-1. Global Trading Partners Look East and West for Economic Growth Case 3-1. Will New Trade Partnerships Fuel East-West Growth? (continued) Case 3-2. Will the Euro Survive? The Euro Zone Fights for Its Life Chapter 4. Social and Cultural Environments Case 4-1. Will Tourism Ruin Venice? Case 4-1. Is Tourism the Savior or the Scourge of Venice? (continued) Case 4-2. Soccer and the Fashion World Chapter 5. The Political, Legal, and Regulatory Environments Case 5-1. Mr. President-Free Pussy Riot! Case 5-1. Mr. President-Free Pussy Riot! (continued) Case 5-2. America's Cuban Conundrum Case 5-3. Gambling Goes Global on the Internet Part III. Approaching Global Markets Chapter 6. Global Information Systems and Market Research Case 6-1. Market Research Keeps Coach at the Cutting Edge of Fashion Case 6-1. Market Research Keeps Coach at the Cutting Edge of Fashion (continued) Case 6-2. Research Helps Whirlpool Keep Its Cool at Home, Act Local in Emerging Markets Chapter 7. Segmentation, Targeting, and Positioning Case 7-1. Global Companies Target Low-Income Consumers (A) Case 7-1. Global Companies Target Low-Income Consumers (A) (continued) Case 7-2. Cosmetics Giants Segment the Global Cosmetics Market Chapter 8. Importing, Exporting, and Sourcing Case 8-1. Can the United States Double Its Exports by 2015? Case 8-1. Increasing U.S. Exports (continued) Case 8-2. Asian Shoe Exports to Europe