Global marketing
著者
書誌事項
Global marketing
Pearson/Prentice Hall, c2005
4th ed
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注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
For undergraduate Global/International Marketing courses. Suitable at the MBA level if used with supplemental cases.
Global Marketing, 4e, draws students into the excitement, challenges, and controversies of global marketing. Its paperback format gives adopters flexibility while ensuring the total cost to students is reasonable. The fourth edition is packed with new chapter opening vignettes, end-of-chapter cases (50% new!), and new coverage including more on global digital marketing (Ch 17) and CRM (Ch 6).
目次
I. INTRODUCTION.
1. Introduction to Global Marketing.
II. THE GLOBAL MARKETING ENVIRONMENT.
2. The Global Economic Environment.
3. The Global Trade Environment.
4. Social and Cultural Environments.
5. The Political, Legal, and Regulatory Environments of Global Marketing.
III. APPROACHING GLOBAL MARKETS.
6. Global Information Systems and Market Research.
7. Segmentation, Targeting, and Positioning.
8. Importing, Exporting, and Sourcing.
9. Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances.
IV. THE GLOBAL MARKETING MIX.
10. Product and Brand Decisions.
11. Pricing Decisions.
12. Global Marketing Channels and Physical Distribution.
13. Global Marketing Communications Decisions I: Advertising and Public Relations.
14. Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, Special Forms of Marketing Communication.
V. STRATEGY AND LEADERSHIP IN THE 21st CENTURY.
15. Global Marketing and the Digital Revolution.
16. Strategic Elements of Competitive Advantage.
17. Leading, Organizing, and Controlling the Global Marketing Effort.
Glossary.
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