Global marketing management
著者
書誌事項
Global marketing management
Prentice-Hall International, c1995
5th ed,Prentice-Hall international editions
大学図書館所蔵 全7件
注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
This edition focuses on global markets and the threat of global competition across a broad spectrum of industries. Updated contents reflect the latest research findings and practice, drawing on the insight of an advisory board of executive and consulting experts.
目次
- Introduction to global marketing
- global marketing planning
- world economic environments
- social and cultural environment
- technological, political, legal and regulatory environment
- financial framework and resources
- global marketing information systems and research
- global market segmentation and target marketing
- sourcing decisions and global production strategy
- strategy alternatives for entry and expansion - setting target market priorities
- competitor analysis and competititive strategy
- product decisions
- pricing decisions
- channel decisions
- promotion decisions
- exporting and importing
- leading, organizing and controlling the global marketing effort
- the future of global marketing.
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