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I. THE WORLD'S MARKETPLACES.

1. An Overview of International Business.
2. Global Marketplaces and Business Centers.
3. Legal, Technological, and Political Forces.
4. The Role of Culture.
5. Ethics and Social Responsibility in International Business.

II. THE INTERNATIONAL ENVIRONMENT.

6. International Trade and Investment Theory.
7. International Monetary System and the Balance of Payments.
8. Foreign Exchange and International Financial Markets.
9. Formulation of National Trade Policies.
10. International Cooperation among Nations.

III. MANAGING INTERNATIONAL BUSINESS.

11. International Strategic Management.
12. Strategies for Analyzing and Entering Foreign Markets.
13. International Strategic Alliances.
14. International Organization Design and Control.
15. Leadership and Employee Behavior in International Business.

IV. MANAGING INTERNATIONAL BUSINESS OPERATIONS.

16. International Marketing.
17. International Operations Management.
18. International Financial Management.
19. International Accounting and Taxation.
20. International Human Resource Management and Labor Relations.

Glossary.
Index.

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Intro: Enter the Lollipop 1

1 Punk Capitalism From D.I.Y. to Downloading Sneakers 9
2 The Tao of Pirates Sea Forts, Patent Trolls, and Why We Need Piracy 33
3 We Invented the Remix Cut-'n'-Paste Culture Creates Some New Common Ground 68
4 The Art of War Street Art, Branding, and the Battle for Public Space 103
5 Boundaries Disco Nuns, the Death of the Record Industry, and Our Open-Source Future 134
6 Real Talk How Hip-Hop Makes Billions and Could Bring About World Peace 172
7 Ethernomics Pillow Fights, Happy Slaps, and Other Memes That Leave a Mark 202

Outro: The Pirate's Dilemma: Changing the Game Theory 231
Acknowledgments 241
Notes 245

Index 269

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O książce

This best-selling book is dedicated to the development of decision-making skills in marketing. It introduces concepts and tools useful in structuring and solving marketing problems, while extensive case studies provide an opportunity for those concepts and tools to be employed in practice. Consisting of 10 chapters and 43 cases that feature contemporary marketing perspectives and practices, this book covers the topics of marketing management: its foundations; financial aspects; decision-making and case analysis; opportunity analysis, market segmentation, and market targeting; product and service strategy and brand management; integrated marketing communication strategy and management; pricing strategy and management; the control process; and comprehensive marketing programs. For marketing executives and professionals.

Spis treści

1. Foundations of Strategic Marketing Management.
Appendix A: A Sample Marketing Plan.

2. Financial Aspects of Marketing Management.
3. Marketing Decision Making and Case Analysis.
4. Opportunity Analysis, Market Segmentation, and Market Targeting.
Sorzal Distributors. Jones-Blair Company. eBay's Globalization Strategy. Camar Automotive Hoist. Vector Marketing Corporation: Growth Drivers. Frito-Lay® Dips. South Delaware Coors, Inc.

5. Product and Service Strategy and Brand Management.
Dr. Pepper/Seven Up, Inc.: Squirt® Brand. Zoëcon Corporation: Insect Growth Regulators. Soft and Silky Shaving Gel. Perpetual Care Hospital: Downtown Health Clinic. Procter & Gamble, Inc.: Scope. Frito Lay Company: Cracker Jack. Swisher Mower and Machine Company: Evaluating a Private Brand Opportunity.

6. Integrated Marketing Communication Strategy and Management.
Carrington Furniture, Inc. (A). Carrington Furniture, Inc. (B). Cadbury Beverages, Inc.: Crush® Brand. Drypers Corporation: National Television Advertising Campaign. Craft Marine Corporation. Godiva Europe. Make-up Art Cosmetics Ltd.

7. Marketing Channel Strategy and Management.
Gateway, Inc. Golf Logix: Measuring the Game of Golf. Goodyear Tire and Rubber Company. Steel Door Technologies. Masterton Carpet Mills, Inc.

8. Pricing Strategy and Management.
Southwest Airlines. Superior Supermarkets: Everyday Low Pricing. Burroughs Wellcome Company: Retrovir. Leiber Light. Augustine Medical, Inc.: The Bair. Hugger® Patient Warming System. Texas Instruments: Global Pricing in the Semiconductor Industry.

9. Marketing Strategy Reformulation: The ControlProcess.
Affiniscape, Inc. Pharmacia & Upjohn, Inc.: Rogaine Hair Regrowth Treatment. The Circle K Corporation. 3M Telecom Systems Division: Fibrlok™ Splice. Macon Museum of Art.

10. Comprehensive Marketing Programs.
Nintendo--The Launch of Game Boy Color. Show Circuit Frozen Dog Dinner. Unilever Canada: Becel Margarine. Frito-Lay, Inc.: SunChips™ Multigrain Snacks. CIMA Mountaineering, Inc. Blair Water Purifiers India.

Appendix: Preparing a Written Case Analysis.

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O książce

Active field researchers and award-winning teachers Hoyer and MacInnis provide students with an accessible and topical introduction to consumer behavior. A broad conceptual model helps students see how all chapter topics tie together, and real-world examples reinforce each concept and theoretical principle under review. The text also focuses on the implications of consumer behavior research for marketers. Updated to reflect the most recent research and examples, the Fourth Edition features streamlined content and organization—from 21 to 20 chapters—as well as a new interior design and new photos and advertisements. In addition, several pedagogical features make the material accessible and meaningful to marketing students: chapter-opening cases show the anecdotal application of concepts, while end-of-chapter questions and exercises require students to investigate consumer behavior issues and analyze advertisements and marketing strategies. A range of technology resources supports instructors and students throughout the term.

Spis treści

I. An Introduction to Consumer Behavior

1.Understanding Consumer Behavior
2.Developing and Using Information About Consumer Behavior

II. The Psychological Core

3.Motivation, Ability, and Opportunity
4.Exposure, Attention, and Perception
5.Knowledge and Understanding
6.Attitudes Based on High Consumer Effort
7.Attitudes Based on Low Consumer Effort
8.Memory and Retrieval

III. The Process of Making Decisions

9.Problem Recognition and Information Search
10.Judgment and Decision Making Based on High Consumer Effort
11.Judgment and Decision Making Based on Low Consumer Effort
12.Post-Decision Processes

IV. The Consumer's Culture

13.Consumer Diversity
14.Social Class and Household Influences
15.Psychographics: Values, Personality, and Lifestyles
16.Social Influences on Consumer Behavior

V. Consumer Behavior Outcomes

17.Adoption of, Resistance to, and Diffusion of Innovations
18.Symbolic Consumer Behavior VI. Consumer Welfare
19.Consumerism and Public Policy Issues
20.The Dark Side of Consumer Behavior and Marketing

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Spis treści

Preface

Ch. 1 Introducing Social Psychology 1
Ch. 2 The Self in a Social World 37
Ch. 3 Social Beliefs and Judgments 73
Ch. 4 Behavior and Attitudes 123
Ch. 5 Social Cognition and Human Well-Being 163
Ch. 6 Gender, Genes, and Culture 193
Ch. 7 Conformity 231
Ch. 8 Persuasion 271
Ch. 9 Group Influence 313
Ch. 10 Social Psychology in Court 355
Ch. 11 Prejudice: Disliking Others 389
Ch. 12 Aggression: Hurting Others 435
Ch. 13 Attraction and Intimacy 477
Ch. 14 Altruism: Helping Others 525
Ch. 15 Conflict and Peacemaking 567

Glossary 605
References 609
Acknowledgments 683
Indexes 687