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Gale Business Insights Handbook of Global Marketing, 1st Edition

  • Published By:
  • ISBN-10: 1414499353
  • ISBN-13: 9781414499352
  • DDC: 658.8
  • Grade Level Range: College Freshman - College Senior
  • 352 Pages | eBook
  • Original Copyright 2013 | Published/Released May 2013
  • This publication's content originally published in print form: 2013

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The Gale Business Insights Handbook Of Global Marketing examines the questions "How can a business measure the cost effectiveness of expanding globally" "How do you build and manage an international brand?" and "How can I identify new product opportunities in emerging markets?" Entries examine such topics as: The 4 P's (Product, Price, Placement, Promotion) and how the mix differs when you're going global; research strategies for finding actionable intelligence; understanding "other" business environments; segmenting markets on a global scale; the merits and drawbacks to standardization; and more.

Features and Benefits

  • Includes signed essays on topics appropriate to the volume that are oriented toward practice rather than theory.
  • 30 essays/10 pages each.
  • Sample Essay Topics: Product, Price, Placement, Promotion: how the mix differs when you're going global, Brand management on a global stage, Research strategies for finding actionable intelligence, Understanding "other" business environments, Segmenting markets on a global scale, and The merits and drawbacks to standardization.


  • RUSA's Outstanding Reference Sources 2012

Alternate Formats

  • Paperback Edition

    ISBN-10: 1414499280 | ISBN-13: 9781414499284

Table of Contents

Building an International Brand.
Determining the Possibility for Expansion to a Global Market.
Benefits of Expansion to Global Scale.
Entering the Global Market.
Cost Effectiveness of Entering the Global Market.
International Marketing Plan vs. Domestic Marketing Plan.
Understanding an International Market.
Languages of an Emerging Market.
Demographic Assessment.
The Cultural Fa├žade: Knowing a Culture from the Inside Out.
Segmenting a Global Market.
Emerging Markets: Where to Focus the Brand.
Identifying Product Opportunities within Emerging Markets.
Governmental Barricades.
NAFTA/ EFTA/ WTO and Their Impact on a Global Marketing Plan.
Identifying Legal Issues.
Customer Heterogeneity.
Global Altruism: Adaptation in an LDC (Less Developed Country).
Determining Trustworthy Intelligence.
Determining Market Entry Strategy.
Distribution of Your Product.
Product, Price, Placement, and Promotion.
Competitive Presence.
The Internet and its Effects on the Global Market.
Effective Pricing in an Uneven Currency Market.
Impact of a Global Economic Recession.
Managing a Brand across Multiple Markets.
Measuring the Global Marketing Effort.
Success Stories of Global Brands.
Global Marketing Failures.