Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000010124756 | HF1416 G565 1994 | Open Access Book | Book | Searching... |
On Order
Summary
Summary
The concepts, strategic frameworks, and cases in Globalization of Consumer Markets provide managers of global firms with new ideas for growth and keep them current with state-of-the-art global marketing strategies and management tools. With an increased understanding of the structure of today's consumer markets, readers will find they have the key to success and survival in the global marketplace.
The contributing authors present managerially oriented chapters, each of which is based on research or practical experience. These are designed to advance the reader's knowledge of the globalizing consumer market. Focused around structure--how consumer markets on a global scale are being shaped--and strategy--successful methods necessary to global competitive marketing and how these strategies work--are the two main themes around which the book is organized.
To further enable marketing professionals'success in the global marketplace, Globalization of Consumer Markets details actual strategies, action programs for competitive management, and exemplary cases. There are new ideas from expert marketers on opportunities for growth in the global marketplace and, most importantly, state-of-the-art marketing strategies and management tools. For professional marketers, this book is a must for prosperity in marketing consumer products and services on a global level.
This is an ideal book for professional education in marketing of consumer products and services on a global level. Professionals will find a progression of chapters taking them through degree of globalization; market behavior and development; standardization of marketing programs and processes; managerial implications; and extensive references for further study.
Reviews 1
Choice Review
This anthology of articles on the global marketplace addresses changes that have occured throughout the world in recent years and examines the marketing implications. The basic premises are that (1) consumers are becoming much more demanding and sophisticated in their tastes and (2) their choices are no longer limited by national borders. As the editors point out, "Who would have believed ten years ago that specialty shops in Beijing would have difficulty keeping brand named goods such as Dior, Lanvin, Chanel, Gucci and Louis Vitton on the shelves?" Among the topics covered are market segmentation strategies, standardization of marketing programs (i.e., will an advertising appeal that works in one country work in another?), behavioral differences among consumers, and cultural values. The book is well researched and documented. Recommended for graduate students, researchers, and marketing professionals. P. G. Kishel; Cypress College
