Global Marketing or First the Seed

Global Marketing: Interactive Approach

Author: Kate Gillespi

Created specifically for undergraduate students, this concise text covers the essential concepts of global marketing with the aid of extensive real-life examples and cases. Global Marketing offers balanced coverage of developed and developing markets, including insights into the often-overlooked markets of Africa, Latin America, and the Middle East. Written with the student in mind, the Second Edition features comprehensive coverage of current topics based on the authors' extensive research and consulting experience. An early introduction to culture and marketing prepares students to integrate cultural analysis throughout the course. A chapter dedicated to the understanding of global and local competitors sets the stage for ongoing discussion of both buyers and competitors in an increasingly competitive global market.

Table of Contents:

Contents

• 1. Introduction to Global Marketing
  The Importance of Global Markets
  The Development of Global Marketing
  Why Study Global Marketing?
  Global Marketing at Ford

  I. Understanding the Global Marketing Environment

  2. The Global Economy

  International Trade: An Overview

  The Basic Theories of World Trade: Absolute, Comparative, and Competitive Advantage

  Global Outsourcing

  Balance of Payments

  International Agencies for Promoting Economic and Monetary Stability

  Protectionism and Trade Restrictions

  Economic Integration as a Means of Promoting Trade

  The Globalization Controversy

  3. Cultural and Social Forces

  A Definition of Culture

  Religion

  The Family

  Education

  Attitudes Toward Time

  The Hofstede Measures of Culture

  Language and Communication

  Overcoming the Language Barrier

  Adapting to Cultural Differences

  4. Political and Regulatory Climate

  Host Country Political Climate

  Host Government Actions

  Home Country Political Forces

  Legal Environments

  National Regulatory Environments

  Regulatory Change

  Political Risk

  Global Marketing and Terrorism

  II. Analyzing Global Opportunities

  5. Global Markets

  Understanding Markets and Buyers

  The Consumer Market

  Business Markets

  Government Markets

  6. Global Competitors

  The Globalization of Competition

  Cultural Attitudes Toward Competition

  Home Country Actions and Global Competitiveness

  Competition from Emerging Markets

  The Country-of-Origin Advantage

  7. Global Marketing Research

  The Scope of International Marketing Research

  Challenges in Planning International Research

  The ResearchProcess

  Utilizing Secondary Data

  Analysis by Inference

  Collecting Primary Data

  Studying the Competition

  Outsourcing Research

  Developing a Global Information System

  III. Developing Global Participation Strategies

  8. Global Market Participation

  Internationalizing Marketing Operations

  Evaluating National Markets

  Geographic Market Choices

  Country Selection

  9. Global Market Entry Strategies

  Exporting as an Entry Strategy

  Foreign Production as an Entry Strategy

  Ownership Strategies

  Entering Markets Through Mergers and Acquisitions

  Portal or e-Business Entry Strategies

  Entry Strategy Selection and Configuration

  Exit Strategies

  IV. Designing Global Marketing Programs

  10. Global Product Strategies

  Product Design in a Global Environment

  Packaging and Labeling for Global Markets

  Global Warranty and Service Policies

  Managing a Global Product Line

  Developing a Global Product

  New Product Development Processes for Global Markets

  Introducing New Products to Global Markets

  11. Global Strategies for Services, Brands, and Social Marketing

  Marketing Services Globally

  Branding Decisions

  Trademarks and Brand Protection

  Social Marketing in the Global Context

  12. Pricing for International and Global Markets

  Profit and Cost Factors Affecting Pricing

  Market Factors That Affect Pricing

  Environmental Factors That Affect Pricing

  Managerial Issues in Global Pricing

  13. Managing Global Distribution Channels

  The Structure of the Global Distribution System

  Analyzing National Channels

  Factors Influencing the Selection of Channel Members

  Locating and Selecting Channel Partners

  Managing Global Distribution

  Gaining Access to Distribution Channels

  Global Logistics

  Global Trends in Distribution

  14. Global Promotion Strategies

  Global Promotion Strategies

  Personal Selling

  Global Account Management

  Selling to Businesses and Governments

  Other Forms of Promotion

  15. Managing Global Advertising

  Global versus Local Advertising

  Developing Global Campaigns

  The Global-Local Decision

  Overcoming Language Barriers

  Global Media Strategy

  Organizing the Global Advertising Effort

  V. Managing the Global Marketing Effort

  16. Organizing for Global Marketing

  Elements That Affect a Global Marketing Organization

  Types of Organizational Structures

  New Trends in Global Organizations

  Controlling the Global Organization

  Conflict Between Headquarters and Subsidiaries

  Considering a Global Marketing Career

Interesting book: Administrative Behavior or Straight from the Stacks

First the Seed: The Political Economy of Plant Biotechnology (Science and Technology in Society Series)

Author: Jack Ralph Kloppenburg

First the Seed spotlights the history of plant breeding and shows how efforts to control the seed have shaped the emergence of the agricultural biotechnology industry. This second edition of a classic work in the political economy of science includes an extensive, new chapter updating the analysis to include the most recent developments in the struggle over the direction of crop genetic engineering.

Table of Contents:

1	Introduction	1
2	Science, agriculture, and social change	19
3	The genetic foundation of American agriculture	50
4	Public science ascendant : plant breeding comes of age	66
5	Heterosis and the social division of labor	91
6	Plant breeders' rights and the social division of labor : historical perspective	130
7	Seeds of struggle : plant genetic resources in the world system	152
8	Outdoing evolution : biotechnology, botany, and business	191
9	Directions for deployment	242
10	Conclusion	278
11	Still the seed : plant biotechnology in the twenty-first century	291