The 6th edition of the best-selling Marketing Book has been extensively updated to reflect changes and trends in current marketing thinking and practice. Taking into account the emergence of new subjects and new authorities, Michael Baker and the new co-editor Susan Hart have overhauled the contents and contributor lists of the previous edition to ensure this volume addresses all the necessary themes for the modern marketer. In particular, the 'Marketing Book' now looks at broader range of international issues with a broader group of international contributors. Based, as in previous editions, on seminal articles form thought leaders in each subject the 'Marketing Book 6th edition' is bursting with salient articles. It amounts to an all-embracing one-volume companion to modern marketing thought, ideal for all students of marketing.
In recent decades, against the background of integrated global trade patterns, the complexity of international marketing and management has increased enormously. Accordingly, the momentum of business opportunities and challenges has accelerated, and a firm has to continuously evaluate its market environment in order to make adjustments that reflect the firm’s individual strengths and weaknesses. This book takes as its perspective that the customer undoubtedly is positioned in the center of the firm’s overall management activities. True understanding of the customer requires efficient marketing research about the firm’s international business environment. As discussed in the first chapters of the book, the firm’s business success depends in part on its ethical standards; thus awareness of its environmental and social responsibility is required. The following chapters concentrate on various aspects of culturally biased customer behavior and how the firm ensures sensitivity when planning and selecting its marketing strategies. The most efficient techniques of international market segmentation, targeting, and strategic competitive positioning are introduced. Furthermore, concepts of consumer loyalty programs and their implementation in diversified international markets are presented. An important part is dedicated to describing suitable mixes of marketing policies for firms operating in culturally heterogeneous international markets. Finally, forecasting changes in consumer behavior as a tool of planning international marketing activities is taken into consideration. Marketing control mechanisms that seek to increase efficiency of selected marketing activities further contribute to the valuable insights of this publication. Overall, the authors' intention is to combine the newest theoretical concepts with pragmatic decisions made by firms. The book is particularly suitable for undergraduate and graduate students taking courses in international marketing, strategic and cultural management. Executives and practitioners involved in business can take fundamental and updated knowledge from this publication, which hopefully will improve their competitive positions against their rivals in the global arena.
Appropriate for upper-level college and university courses in international and global marketing. The Second Canadian Edition addresses the need to understand the global marketplace from a Canadian perspective, without being ethnocentric. It puts into practice the principal tenet of the global marketer: benefit from the similarities across diverse markets, but heed the differences. Bringing a managerial orientation to global marketing, the book covers small and large companies alike, and takes an analytical approach when necessary. Topical Canadian research findings are included to illustrate current management practice and behaviour.
What qualities does it take to be a successful entrepreneur? Are some business ideas better than others, and how can I pick the one that's right for me? How do I obtain financing to start a business? How do I write a successful business plan? What is the secret to finding and keeping customers? How do I find, hire, motivate, and retain great employees? For answers to these and other critical questions on the minds of every entrepreneur and aspiring business owner today, there is no better source than those who have been there and done it. Few entrepreneurs have achieved the level of business success realized by the gurus covered here. Now you can find out what they have to say about the most practical aspects of starting and succeeding in the business of your dreams. The Guru Guide(TM) to Entrepreneurship is an indispensable source of inspiration and ideas for anyone who runs, or dreams of running, a business of their own. Some of the Gurus you'll meet: Paul Allen, cofounder, Microsoft Corporation J. Walter Anderson, cofounder, White Castle Mary Kay Ash, founder, Mary Kay Cosmetics Jeff Bezos, founder, Amazon.com Richard Branson, founder, the Virgin Group Charles Brewer, founder, Mindspring.com Warren Buffett, owner, Berkshire Hathaway Ben Cohen, cofounder, Ben & Jerry's Ice Cream Michael Dell, founder, Dell Computers Debbi Fields, founder, Mrs. Fields Cookies, Inc. Bill Gates, cofounder, Microsoft Corporation Earl Graves, founder, Black Enterprise Steve Jobs, cofounder, Apple Computer, Inc. Herb Kelleher, founder, Southwest Airlines Phil Knight, cofounder, Nike Corporation Ray Kroc, founder, McDonald's Corporation Edwin Land, founder, Polaroid Corporation Charles Lazarus, founder, Toys "R" Us Bill Lear, founder, Lear Jet Corporation Tom Monaghan, founder, Domino's Pizza Akio Morita, cofounder, Sony Corporation Fred Smith, founder, Federal Express Thomas Stemberg, cofounder, Staples, Inc. Dave Thomas, founder, Wendy's International, Inc. Jay Van Andel, cofounder, Amway Corporation Sam Walton, founder, Wal-Mart Stores, Inc.
Increasingly over the next few decades, the oil and gas industry faces the complex task of decommissioning its offshore platforms, pipelines and sub-sea equipment as they reach the end of their operational capabilities. Decommissioning involves and integrates many distinct aspects: engineering, environmental, economic, legal, political and safety considerations. A practical strategy for removing and disposing these structures needs to be developed which best meets the demands of all of these different aspects. Specialists in these various fields have been brought together for this volume to contribute their assessments of the situation. The result is an important step toward the development of a co-ordinated approach to the subject. It is essential reading for all those who are involved with major decommissioning projects, their possible environmental impact and their implications in politics and law.
Marketing Management Text and Cases, 1/e includes a new collection of cases from Harvard Business School. HBS sets the standard for effective case writing and teaching, and provides here the latest cases in Marketing Management.
This book is a study of the Taiwan issue after the Cold War. It focuses on the changes in Mainland China's Taiwan policy in the period between Lee Teng-hui's 1995 U.S. tour and his "e;two states"e; theory in 1999. It discusses why the tension across the Taiwan Strait flared up in 1995 and 1999, and how Mainland China handled, and is going to handle, its relations with Taiwan and the United States in the 21st century.
Learn the secrets of doing business successfully in China! From tips on how to run joint ventures with Chinese companies to research on the tastes of Chinese consumers, Greater China in the Global Market contains the most up-to-date information on business and marketing strategies in China. This volume brings you the practical advice and empirical research of top experts in the field, including John Farley of Dartmouth College, John Child of Cambridge University, and Rohit Despande of Harvard University. Tapping China's huge economy can be highly profitable, but only if you understand the subtleties of doing business in the Chinese culture. Greater China in the Global Market offers insider's views of guanxi, the Chinese concept of relationship that can make or break international business ventures in China, as well as the expertise in Chinese corporate and consumer cultures you will need to establish successful business strategies. Greater China in the Global Market presents a comprehensive view of the essential factors in marketing to China, including: the difference in corporate culture between joint ventures and state-owned enterprises the most effective ways to manage the value chain activities in joint ventures the merits and limitations of various entry strategies, including umbrella companies, franchising, and contractual joint ventures, among others the influence of risk-absorption capability and risk-dispersion mechanisms on the choice of entry mode the factors that influence timing your entry into the market the changing tastes of Chinese consumers the correlation between brand consciousness and income in younger consumers a thorough literature review of twenty years of marketing research on China Greater China in the Global Market is a valuable resource for front-line marketing executives in China as well as corporate decision makers in their headquarters at home. It is a must read for academics and business practitioners with an interest in China.
