Global Marketing Management, 6th Edition

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, 577–578

ACE. See Anchor contraction effect

Acquisitions, 288–290

expansion via, 289

Lenovo/IBM deal, 289gp

ACTA. See Anti-Counterfeiting Trade Agreement

Activities of global marketing, 18–19

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, 386–389

advertising agency, selecting, 406–407

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, 386–389

cultural barriers, 388–389

language barriers, 386–388

Advertising campaigns, and religion, 108

Advertising messages, content of, 404

Advertising regulations, 402–406

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 ...