Global marketing management
著者
書誌事項
Global marketing management
（The Prentice-Hall international series in marketing）
Prentice Hall, c2002
7th ed
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注記
Includes bibliographies and indexes
内容説明・目次
内容説明
For courses in International Marketing and Global Marketing.
This is the leading MBA text in international marketing-with comprehensive cases.
目次
I. INTRODUCTION AND OVERVIEW.
1. Introduction to Global Marketing.
II. THE GLOBAL MARKETING ENVIRONMENT.
2. The Global Economic Environment.
3. The Social and Cultural Environment.
4. The Political, Legal, and Regulatory Environments of Global Marketing.
III. ANALYZING AND TARGETING GLOBAL MARKET OPPORTUNITIES.
5. Global Customers.
6. Global Marketing Information Systems and Research.
7. Global Targeting, Segmenting and Positioning.
IV. GLOBAL MARKETING STRATEGY.
8. Entry and Expansion Strategies: Marketing and Sourcing.
9. Cooperation and Global Strategic Partnerships.
10. Competitive Analysis and Strategy.
V. CREATING GLOBAL MARKETING PROGRAMS.
11. Product Decisions.
12. Pricing Decisions.
13. Global Marketing Channels and Physical Distribution.
14. Global Advertising.
15. Global Promotion: Personal Selling, Public Relations, Sales Promotion, Direct Marketing, Trade Shows, Sponsorship.
16. Global e.marketing.
VI. MANAGING THE GLOBAL MARKETING PROGRAM.
17. Leading, Organizing, and Monitoring the Global Marketing Effort.
18. The Future of Global Marketing.
Appendix: Global Income and Population 2000 and Projections to 2010 and 2020.
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