Global marketing
著者
書誌事項
Global marketing
Prentice Hall, c2003
3rd ed
- : pbk
- タイトル別名
-
Principles of global marketing
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注記
Rev. ed. of: Principles of global marketing / Warren J. Keegan, Mark C. Green. c1997
Includes bibliographical references and indexes
内容説明・目次
内容説明
For undergraduate courses in Global International Marketing. Suitable at the graduate-level/MBA level if used with supplemental cases.
The Third Edition draws students into the excitement, challenges, and controversies of global marketing. The paperback, two-color format gives adopters the flexibility to choose a supplementary reader while ensuring that the total cost to students is reasonable. Each chapter features vignettes and discussion cases featuring high-profile, real-world companies and products; examples from the trade press to illustrate key terms and issues; topical and timely boxed features; and concise summaries of the latest research findings published in scholarly journals.
目次
I. INTRODUCTION.
1. Introduction to Global Marketing.
II. THE GLOBAL MARKETING ENVIRONMENT.
2. The Global Economic Environment.
3. The Global Trade Environment: Regional Market Characteristics and Preferential Trade Agreements.
4. Social and Cultural Environments.
5. The Political, Legal, and Regulatory Environments of Global Marketing.
6. Global Information Systems and Market Research.
III. GLOBAL STRATEGY.
7. Segmentation, Targeting, and Positioning.
8. Sourcing Strategies: Exporting and Importing.
9. Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances.
10. Strategic Elements of Competitive Advantage.
IV. THE GLOBAL MARKETING MIX.
11. Product and Brand Decisions.
12. Pricing Decisions.
13. Global Marketing Channels and Physical Distribution.
14. Global Marketing Communications Decisions I: Advertising and Public Relations.
15. Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, Special Forms of Marketing Communication, New Media.
V. MANAGING THE GLOBAL MARKETING EFFORT.
16. Leading, Organizing, and Controlling the Global Marketing Effort.
Glossary.
「Nielsen BookData」 より
