Skip to Main Content
Global Marketing Management, 6th Edition
book

Global Marketing Management, 6th Edition

by Masaaki Kotabe, Kristiaan Helsen
February 2014
Beginner content levelBeginner
696 pages
34h 21m
English
Wiley
Content preview from Global Marketing Management, 6th Edition

images

SUBJECT INDEX

Note: The letter(s) ‘e’, ‘gp’ following page number(s) refer to exhibit and global perspective respectively

A

Absolute advantage, 23

Access charges barrier to global internet marketing, 577578

ACE. See Anchor contraction effect

Acquisitions, 288290

expansion via, 289

Lenovo/IBM deal, 289gp

ACTA. See Anti-Counterfeiting Trade Agreement

Activities of global marketing, 1819

coordination across markets, 19

global integration, 19

standardization efforts, 18

Ad hoc branding meetings, 535

Ad valorem duty, 511

Adaptation, 304

Adaptation to products, 306

forces that push toward, 306

consumer preferences, 306

environmental conditions, 306

managerial motivation, 306

strong local competitors, 306

Volkswagen's modular strategy, 307gp

Advertising, 386389

advertising agency, selecting, 406407

conflicting accounts, 407

creative reputation, 406

creative talent, 406

desirable image, 406

market coverage, 406

scope and quality of support services, 406

Size of the agency, 407

and culture, 386389

cultural barriers, 388389

language barriers, 386388

Advertising campaigns, and religion, 108

Advertising messages, content of, 404

Advertising regulations, 402406

Advertising Standards Authority (ASA), 403

advertising targeting children, 404

China's 1995 advertising law, 403e

comparative advertising, 403

content of advertising messages, 404

foreign made ads, 404

of ‘vice products’ and ...

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.
Start your free trial

You might also like

Marketing Management: The Big Picture

Marketing Management: The Big Picture

Christie L. Nordhielm, Marta Dapena-Baron
Global Business Strategy, 2nd Edition

Global Business Strategy, 2nd Edition

Dr. Cornelis A. de Kluyver, Dr. John A. Pearce II

Publisher Resources

ISBN: 9781118466483Purchase book