In Essentials of Global Marketing, Subhash Jain, University of Connecticut, makes the reader an “informed observer” of the global marketplace by providing a thorough analysis of international operations. Jain takes a multidisciplinary approach, enabling students to fully understand twenty-first century marketing principles within the broader framework of such disciplines as accounting and finance.

Throughout the 19 chapters, Jain concretizes concepts by using a wealth of examples from both theory and practice.  He provides condensed coverage of the global arena without sacrificing thoroughness.

KEY FEATURES

CONTENTS 

1. Aspects of Global Marketing.  Perspectives of U.S. Business Overseas. Why Go Global? Global Marketing and Its Growing Importance. Framework of Global Marketing. Multinational Corporations. Entry Strategies. 

2. Economic Rationale of Global Trade and Business. Theory of Comparative Advantage. Product Life Cycle and International Trade. Production Sharing. Internalization Theory. Trade Barriers and Trade Liberation. MNCs and World Markets: The Gillette Example. 

3. The Global Market. Constituents of the Global Market. Dimensions of the Global Market. Segmenting the Global Market.

4. Global Marketing Research Meaning of Marketing Research. Framework for International Marketing Research. Information Requirements of Global Marketers. Gathering Secondary Data at Home. Secondary Research Abroad. Primary Data Collection. Organization for Global Marketing Research. Global Marketing Information System. Appendix: Sources of Secondary Global Marketing Data.

5. International Monetary System. Development of Today’s International Monetary System. Foreign Exchange. Balance of Payments. 

6. Global Finance and Accounting.  Implications of Financial Decisions for Marketing. Multinational Financial Management. Making Global Investments. International Accounting. 

7. Regional Market Agreements. Effects of Market Agreements on Marketing. Early Attempts at Regional Economic Integration. Types of Market Agreement. European Market Agreements. African Market Agreements. Latin American Market Agreements. Asian Market Agreements. Market Agreements Involving the United States. Other Forms of Agreement.

8. Economic Environment. Macroeconomic Environment. Microeconomic Environment. Economic Environment and Marketing Strategy. Analysis of Economic Environments. Opportunities in the Developing World. 

9. Cultural Environment. The Concept of Culture. Aspects of Culture. Culture and Marketing. Cultural Analysis: The Primacy-of-Host-Country Viewpoint. Cultural Adaptation. Cultural Change. 

10. Political Environment. Politics and Marketing. Sources of Political Problems.  Political Intervention. Political Perspectives.  Political Risk Assessment. Strategy and Responses to Intervention.   

11. Legal Environment. Global Legal Perspectives.  Host Country Laws. U.S. Laws.  International Laws. Arbitration.  

12. Product Policy and Planning.  Meaning of Product. Global Product Planning. Product Design Strategy: Standardization or Customization. Developing a Global Product Line. Brand Names and Trademarks. Global Packaging. International Warranties and Services. 

13. Global Pricing Strategy. Parent Company’s Role in Pricing. Pricing Factors. Aspects of Global Price Setting. Transfer Pricing.  Dumping. Leasing.

14. Global Channels of Distribution. Perspectives of Global Distribution Channels. Global Channel Members. Channel Management. Wholesaling in Foreign Environments.  Retailing in Overseas Markets.  Global Franchising. International Physical Distribution. 

15. International Advertising. Perspectives of International Advertising. Determining Advertising Strategy: Standardization versus Localization. Media. International Advertising Program. Global Advertising Regulations. Advertising Agencies and Industry Self-Regulation.

16. Multinational Sales Management and Foreign Sales Promotion. Sales Personnel and Personal Selling Abroad. Formulating Policy Guidelines. Implementing Policy. Repatriation and Reassignment. Global Sales Negotiations. Foreign Sales Promotion.  Public Relations Overseas.

17. Export Marketing. U.S. Export Trade. U.S. Government Encouragement of Exports. U.S. Government Hindrance of Exports.  Export Management. Export Procedure. Duty-Free Zones. Barter. 

18. Organization and Control in Global Marketing. Alternative Organizational Designs. Choosing an Organizational Structure.  New Perspectives on Organization: Corporate Networking. Delegating Decision-Making Authority to International Subsidiaries. Performance Evaluation and Control of International Operations. Conflicts and Their Resolution.

19. Marketing Planning and Strategy for International Business. Dimensions of International Planning and Strategy. Planning at the Corporate Level. New Emphasis on Global Strategic Market Planning.  Epilogue.

CASES

  1.  Kellogg in Europe  

  2.  Colgate-Palmolive Company 

  3.  All Shave in Saudi Arabia  

  4.  Chivalry International 

  5.  EQ Bank  

  6.  The Clondike Works  

  7.  Avon Products S.A. de C.V. 

  8.  Lion Nathan China  

  9.  IKEA  

10.  Farggi  

11.  Bicycles for India  

12.  Carvel in Beijing  

13.  L’Oreal in Japan 

14.  Hewlett Packard Company in Vietnam  

15.  Barossa Winery  

16.  Cognex Corporation: Time for a New Vision? 

17.  Kentucky Fried Chicken and the Global Fast- Food Industry

18.  Hong Kong CSL 

19.  Nestle (Ghana) Ltd.  

20.  Unocal and the Yadana Gas Pipeline Project  

21.  Planet Starbucks  

ISBN 978-09713130-4-0

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