Globalization of consumer markets : structures and strategies / Salah S. Hassan, Erdener Kaynak, editors.

Foreword
               Phillip D. Grub

Preface

Credits

SECTION I. INTRODUCTION

Market Globalization: An Introduction
               Salah S. Hassan
               Erdener Kaynak

   Degree of Globalization
   Market Behavior and Development
   Standardization of Marketing Programs and Process
   Managerial Implications

Chapter 1. The Globalizing Consumer Markets:
   Issues and Concepts
               Salah S. Hassan
               Erdener Kaynak

   Introduction
   Framework of Competitiveness in the Globalizing
     Consumer Markets
   Summary of Issues and Concepts

SECTION II. DEGREE OF GLOBALIZATION

Chapter 2. The Globalization of the U.S. Economy:
   Consumer Market Implications
               Michael R. Czinkota
               A. Ronkainen

   Growing Trade Volumes
   New Competitive Players
   Changed Composition of Trade
   Broader International Business Scope
   A New Impact of Financial Markets
   Implications for Consumer Goods Marketers

Chapter 3. Global Market Segmentation Strategies
   and Trends
               Salah S. Hassan
               Lea Prevel Katsanis

   Introduction
   Global Segmentation: A Historical Review
   Overall Patterns of Global Segmentation
   Global Market Segmentation Defined
   Consumption Trends in Global Markets
   The "Global Elite" Segment
   The "Global Teenager" Segment
   Implications
   Conclusions

Chapter 4. International Product Rollout: A Country
   Cluster Approach
               Paul A. Herbig
               Hugh E. Kramer

   National Characteristics
   Designing a Global Marketing Strategy by Country Clusters
   Two Cases in Point
   Summary and Conclusions
   
SECTION III. MARKET BEHAVIOR
   AND DEVELOPMENT

Chapter 5. The Processes Behind the Country of Origin
   Effect
               Paul L. Sauer
               Murray A. Young
               H. Rao Unnava

   A Critique of Prior Research
   Method
   Results
   Discussion
   Summary and Future Research
   
Chapter 6. The Impact of Modernization on Consumer
   Innovativeness in a Developing Market
               Jose R. Medina
               Pavios Michaels

   Introduction
   Literature Review
   Hypotheses
   Methodology
   Analysis and Interpretation of Findings
   Study Limitations
   Conclusions and Implications

Chapter 7. Consumer involvement in Services:
   An International Evaluation
               Lee D. Dahringer
               Charles D. Frame
               Oliver Yau
               Janet McColl-Kennedy

   Globalization of Marketing
   Services Marketing
   Services-Consumer Involvement
   The Study
   Results of the Study
   Global Managerial Implications
   Limitations/Suggestions for Future Research
   Summary
   
Chapter 8. Conceptualization of India's Emerging Rural
   Consuming Systems
                V. Mukunda Das
                C. P. Rao

   Introduction
   Background
   Conceptual Bases
   Direction of Rural Consumption System Changes
   Marketing Implications
   Limitations
   Conclusions
   
SECTION IV. STANDARDIZATION OF MARKETING
   PROGRAMS AND PROCESS

Chapter 9. Consumer Nondurable Products:
   Prospects for Global Advertising
               John S. Hill
               William L. James

   Literature Review
   Research Methodology
   Results
   Sales Platforms
   Creative Contexts
   Conclusions

Chapter 10. Are Global Markets with Standardized
  Advertising Campaigns Feasible?
               Alan T. Shao
               Lawrence P Shao
               Dale H. Shao

   Introduction
   Background
   Information
   Methodology
   Summary and Conclusions

Chapter 11. Winning the Global Advertising Race:
 Planning Globally, Acting Locally
               Roger D. Blackwell
               Riad Ajami
               Kristina Stephan

   What Is Global Marketing?
   Structure of Global Markets
   Cultural Analysis of Global Market
   Can Marketing Be Standardized?
   The Global Advertising Controversy
   Thinking Globally, Acting Locally
   Merger Mania and the Emergence of Mega Agencies
   Solution: Global Agency Networks
   
Chapter 12. Toward an Understanding of the Use
   of Foreign Words in Print Advertising
               Nina M. Ray
               Mary Ellen Ryder
               Stanley V. Scott

   Introduction
   Conceptual Framework
   Implications for Research
   Conclusion and Managerial Implications
 
Chapter 13. The Changing South Korean Marketplace
   Perceptions of Consumer Goods
               Linda J. Morris
               John H. Hallaq

   Introduction
   Country of Origin Literature
   Purpose of the Study
   Methodology
   Data Analysis and Findings
   Conclusions
   
SECTION V. MANAGERIAL IMPLICATIONS

Chapter 14. Implications of Standardization in Global
   Markets
               A. Tansu Barker
               Nizamettin Aydin

   Introduction
   Globalization:A Holistic View
   Globalization:Standardization of Markets
   Marketing Mix Considerations
   Conclusions
   Recommendations and Implementation
   
Chapter 15. A Values Comparison of Future Managers
   from West Germany and the United States
               John Paul Fraedrich
               Neil C. Herndon, Jr.
               O. C. Ferrell

   Values
   Authoritarianism
   Need-Determined Expression and Value-Determined
   Restraint
   Equalitarianism
   Individualism
   Research Design
   Results
   Discussion
   Conclusions
   
Index