PREFACE 19:The aforementioned trends are central to the Eighth Edition
PREFACE 19:The aforementioned trends are central to the Eighth Edition as well. as noted previously, unprecedented social and political change is underway in North africa. Sub-Saharan africa’s economies are rebounding from the global financial crisis at a rapid pace. Every day the busi- ness press contains another announcement that a global company plans to enter africa or expand operations there. bharti-airtel, Coca-Cola, Ford, IbM, Nestlé, and Walmart are among the com- panies that have joined the “final gold rush” into the world’s last untapped market. “africa 3.0,” the lead-in case to Chapter 15, explores the way mobile phones are transforming business and home life across the continent. This is clearly a region that bears watching.
Current research findings have been integrated into each chapter of Global Marketing, Eighth Edition. For example, we have incorporated key insights from Seung Ho Park and Wilfried R. Vanhonacker’s article “The Challenge for Multinational Corporations in China: Think local, act Global,” which appeared in MIT Sloan Management Review in 2007. Similarly, we found arin- dam K. bhattacharya and David C. Michael’s 2008 Harvard Business Review article “How local Companies Keep Multinationals at bay” to be extremely insightful.
Similarly, our thinking about the global/local market paradox has been influenced by John Quelch’s 2012 book, All Business Is Local. We have added scores of current examples of global marketing practice as well as quotations from global marketing practitioners and industry experts. Throughout the text, organizational Web sites are referenced for further student study and exploration. a companion Web site (www.pearsonglobaleditions.com/keegan) is integrated with the text as well.
End-of-Chapter Cases and Chapter Sidebars Each chapter opens with a brief case study introducing a company, a country, a product, or a global marketing issue that directly relates to the chapter’s themes and content. The cases vary in length from a few hundred words to more than 2,600 words, yet they are all short enough to be covered in a single class period. The cases were written with the same objectives in mind: to raise issues that will encourage student interest and learning; to stimulate class discussion; to give students a chance to apply theory and concepts while developing critical thinking skills; and to enhance the classroom experience for students and instructors alike. Every chapter and case has been classroom-tested in both undergraduate and graduate courses.
The end-of-chapter cases strike a balance between revisions and updates of cases from the Seventh Edition and cases that are new to this edition. Revised and updated cases include Case 1-2, “McDonald’s Expands Globally While adjusting Its local Recipe”; Case 7-1, “Global Companies Target low-Income Consumers”; Case 15-1, “africa 3.0”; and Case 16-1, “Volkswa- gen aims for the Top.”
New cases in the Eighth Edition include Case 1-3, “apple Versus Samsung: The battle for Smartphone Supremacy Heats Up”; Case 3-1, “Global Trading Partners look East and West for Economic Growth”; Case 4-1, “Will Tourism Ruin Venice?”; Case 5-1, “Mr. President— Free Pussy Riot!”; Case 8-1, “East-asian countries: Export-led Growth for Economic Success”; Case 9-1, “Mo’men launches Franchises in UaE”; Case 12-1, “Carrefour’s Entry in Dubai”; and Case 14-1, “Red bull.”
In addition, every chapter contains two or more sidebars on three themes: Emerging Markets briefing book; Innovation, Entrepreneurship, and the Global Startup; and The Cultural Context. among the entrepreneurs profiled are Kevin Plank (Under armour), Reed Hastings (Netflix), and Diego Della Valle (Tod’s).
teaching aids for Instructors on the Instructor’s resource Center at www.pearsonglobaleditions.com/keegan, instructors can access a variety of print, digital, and presentation resources available with this text in downloadable format. Registration is simple and gives you immediate access to new titles and new editions. as a registered faculty member, you can download resource files and receive immediate access and instructions for installing course management content on your campus server.
A01_KEEG7389_08_SE_FM.indd 19 06/03/14 9:31 PM
20 PREFACE
If you need assistance, our dedicated technical support team is ready to help with the media supplements that accompany this text. Visit http://247pearsoned.custhelp.com for answers to fre- quently asked questions and toll-free user-support phone numbers.
The following supplements are available to adopting instructors (for detailed descriptions, please visit www.pearsonglobaleditions.com/keegan):
● Instructor’s Manual. This downloadable instructor’s manual includes sample syllabi, lecture outlines, answers to all end-of-chapter questions and case questions, and additional activities and assignments for your students. This manual is available for download by visiting www.pearsonglobaleditions.com/keegan.
● Test Item File. This downloadable Test Item File contains over 1,600 questions, including multiple-choice, true/false, and essay-type questions. Each question is followed by the correct answer, the learning objective it ties to, the aaCSb category when appropriate, the question type (concept, application, critical thinking, or synthesis), and a difficulty rating.
● PowerPoints. These downloadable PowerPoint slides are available from www.pearson globaleditions.com/keegan. PowerPoints include the basic outlines and key points with corresponding figures and art from each chapter. These PowerPoint slides are completely customizable for individual course needs or are ready to use as is. The notes section of each slide provides additional explanations written for your students.
● TestGen. Pearson Education’s test-generating software is available from www.pearson globaleditions.com/keegan. The software is PC/Mac compatible and preloaded with all of the Test Item File questions. You can manually or randomly view test questions and drag- and-drop to create a test. You can also add or modify test bank questions as needed.
video Library Videos illustrating the most important topics can be accessed at:
MyMarketinglab—available for instructors and students, provides round-the-clock, instant access to videos and corresponding assessments and simulations for Pearson textbooks.
CourseSmart* CourseSmart eTextbooks were developed for students looking to save on required or recommended textbooks. Students simply select their eText by title or author and purchase immediate access to the content for the duration of the course using any major credit card. With a CourseSmart eText, students can search for specific keywords or page numbers, take notes online, print out reading assignments that incorporate lecture notes, and bookmark important passages for later review. For more information or to purchase a CourseSmart eTextbook, visit www.coursesmart.co.uk.
one of our challenges in writing new editions of this textbook is the rate of change in the global business environment. Yesterday’s impossibility becomes today’s reality; new companies explode onto the scene; company leadership changes abruptly. In short, any book can be quickly outdated by current events. Even so, we set out to create a compelling narrative that captures the unfolding drama that is inherent in marketing in the globalization era. The authors are passionate about the subject of global marketing; if our readers detect a note of enthusiasm in our writing, then we have been successful. We believe that you will find Global Marketing, Eighth Edition, to be the most engaging, up-to-date, relevant, and useful text of its kind.
*This product may not be available in all markets. For more details, please visit www.coursesmart.co.uk or contact your local Pearson representative.
A01_KEEG7389_08_SE_FM.indd 20 06/03/14 9:31 PM