Global Marketing: Perspectives and Cases
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Abstract
Part I: Strategic Global Marketing Perspectives. Global Marketing Perspectives and Issues. Strategic Approaches to International Markets-Global, Multinational or What?. Standardisation Versus Localisation: The Need for the Compromising Perspective. Part II: Global Market Segmentation. Competitive Global Market Segmentation. The New Frontiers of Intermarket Segmentation. A Global View of 'Green' Marketing. Marketing to Women Around the World. Global Marketing to Upscale Consumers. Part III: Consumer Behavior in the Global Marketplace. Temporal Dimensions of Consumer Behavior Across Cultures. Country-Of-Origin Issues. A Study of Canadians' Country-Of-Origin Preferences. The Importance of Product Information Cues to Global Marketing. Part IV: Global Advertising Programs. Communications in Global Markets. The Impact of the European Community 1992 Initiatives on Global Advertising. An Analysis of Automobile Themes in Various Countries. Multilingual Advertising: Does It Have the Intended Effect?. Part V: Worldwide Consumption Patterns and Issues. Consumerism in China. Consumption Patterns in Japan and Nics. Part VI: Current Global Marketing Cases.